Skip to content
Konstantin Khalyushev
ENRUESPT

Renewal

Renewal rate by billing cycle

Of subscriptions reaching a given billing cycle, the share that renew. A per-cycle rate, so it rises as weaker subscribers drop out.

Rises across cycles because each cycle's denominator is the previous cycle's survivors. Cumulative retention falls. Both are correct; they answer different questions.

Denominator
subscriptions due for renewal
Cohort
a subscription cohort
Time horizon
a numbered renewal
Sources
2
Observations
28

Compare your metric

Each source is compared against independently. Nothing here is averaged across sources, and there is no combined industry figure. This runs entirely in your browser. Your figures are never sent anywhere, never stored, and never included in analytics — only which metric you chose is counted.

View the benchmark data

Can these be compared?

Not directly comparable

These measure different quantities. Differencing them produces a number that means nothing.

These observations cannot be combined into one figure, so they are shown separately. Different points on the metric's own timeline: Renewal 1 vs Renewal 2. These are different quantities, not two estimates of one.

RevenueCat — State of Subscription Apps 2026

Published 2026-03-19 · 25 observations

Sample
Over 115,000 apps using RevenueCat for in-app subscription management, covering more than $16 billion in revenue and more than a billion transactions. Apps must have active subscription revenue and meet a minimum install or revenue threshold.
How it is aggregated
App-level metrics aggregated across apps and reported as medians and quartiles (Q1/P25, median/P50, Q3/P75, P90). Each app is a data point regardless of size.
Measurement period
Target time frame 2025; older data used where a metric needs it (e.g. third annual renewal rates).
Denominator
subscriptions due for renewal

35%–58%

Median

  • Weekly
  • Renewal 1

Evidence Sample, statistic and metric definition all stated by the publisher.

As published
“1st weekly renewal: median 35-58%.”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Retention · First 3 weekly subscription renewals by category

67%–75%

Median

  • Weekly
  • Renewal 2

Evidence Sample, statistic and metric definition all stated by the publisher.

As published
“2nd weekly renewal: median 67-75%.”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Retention · First 3 weekly subscription renewals by category

77%–81%

Median

  • Weekly
  • Renewal 3

Evidence Sample, statistic and metric definition all stated by the publisher.

Comparability
Per-cycle rates rise across renewals because each cycle's denominator is the previous cycle's survivors. This is not the same shape as cumulative retention, which falls.
As published
“3rd weekly renewal: median 77-81%.”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Retention · First 3 weekly subscription renewals by category

53%–61%

Median

  • Monthly
  • Renewal 1

Evidence Sample, statistic and metric definition all stated by the publisher.

As published
“1st monthly renewal: median 53-61%.”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Retention · First 3 monthly subscription renewals by category

65%–77%

Median

  • Monthly
  • Renewal 2

Evidence Sample, statistic and metric definition all stated by the publisher.

As published
“2nd monthly renewal: median 65-77%.”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Retention · First 3 monthly subscription renewals by category

73%–82%

Median

  • Monthly
  • Renewal 3

Evidence Sample, statistic and metric definition all stated by the publisher.

As published
“3rd monthly renewal: median 73-82%.”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Retention · First 3 monthly subscription renewals by category

61%

Median

  • Business
  • Monthly
  • Renewal 1

Evidence Sample, statistic and metric definition all stated by the publisher.

As published
“Social & Lifestyle lowest 1st (42%); Business leads (61%).”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Retention · First 3 monthly subscription renewals by category

42%

Median

  • Social & Lifestyle
  • Monthly
  • Renewal 1

Evidence Sample, statistic and metric definition all stated by the publisher.

As published
“Social & Lifestyle lowest 1st (42%); Business leads (61%).”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Retention · First 3 monthly subscription renewals by category

23%–40%

Median

  • Annual
  • Renewal 1

Evidence Sample, statistic and metric definition all stated by the publisher.

Comparability
Annual first renewals sit below weekly and monthly ones because a twelve-month window gives far more opportunity to churn before the renewal date.
As published
“1st annual renewal: median 23-40%.”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Retention · First 3 annual subscription renewals by category

44%–64%

Median

  • Annual
  • Renewal 2

Evidence Sample, statistic and metric definition all stated by the publisher.

As published
“2nd annual renewal: median 44-64%.”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Retention · First 3 annual subscription renewals by category

56%–70%

Median

  • Annual
  • Renewal 3

Evidence Sample, statistic and metric definition all stated by the publisher.

As published
“3rd annual renewal: median 56-70%.”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Retention · First 3 annual subscription renewals by category

40%

Median

  • Business
  • Annual
  • Renewal 1

Evidence Sample, statistic and metric definition all stated by the publisher.

As published
“Productivity lowest 1st (23%); Business leads (40%).”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Retention · First 3 annual subscription renewals by category

23%

Median

  • Productivity
  • Annual
  • Renewal 1

Evidence Sample, statistic and metric definition all stated by the publisher.

As published
“Productivity lowest 1st (23%); Business leads (40%).”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Retention · First 3 annual subscription renewals by category

55%

Median

  • North America
  • Weekly
  • Renewal 1

Evidence Sample, statistic and metric definition all stated by the publisher.

As published
“Weekly 1st renewal: North America 55%, Western Europe 42%, IN/SEA 37%, Latin America 44%.”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Retention · Median subscription renewal rates by geography

42%

Median

  • Western Europe
  • Weekly
  • Renewal 1

Evidence Sample, statistic and metric definition all stated by the publisher.

As published
“Weekly 1st renewal: North America 55%, Western Europe 42%, IN/SEA 37%, Latin America 44%.”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Retention · Median subscription renewal rates by geography

44%

Median

  • Latin America
  • Weekly
  • Renewal 1

Evidence Sample, statistic and metric definition all stated by the publisher.

As published
“Weekly 1st renewal: North America 55%, Western Europe 42%, IN/SEA 37%, Latin America 44%.”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Retention · Median subscription renewal rates by geography

37%

Median

  • IN/SEA
  • Weekly
  • Renewal 1

Evidence Sample, statistic and metric definition all stated by the publisher.

As published
“Weekly 1st renewal: North America 55%, Western Europe 42%, IN/SEA 37%, Latin America 44%.”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Retention · Median subscription renewal rates by geography

55%

Median

  • North America
  • Monthly
  • Renewal 1

Evidence Sample, statistic and metric definition all stated by the publisher.

As published
“Monthly 1st renewal: North America 55%, Western Europe 55%, IN/SEA 46%.”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Retention · Median subscription renewal rates by geography

55%

Median

  • Western Europe
  • Monthly
  • Renewal 1

Evidence Sample, statistic and metric definition all stated by the publisher.

As published
“Monthly 1st renewal: North America 55%, Western Europe 55%, IN/SEA 46%.”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Retention · Median subscription renewal rates by geography

46%

Median

  • IN/SEA
  • Monthly
  • Renewal 1

Evidence Sample, statistic and metric definition all stated by the publisher.

As published
“Monthly 1st renewal: North America 55%, Western Europe 55%, IN/SEA 46%.”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Retention · Median subscription renewal rates by geography

26%

Median

  • North America
  • Annual
  • Renewal 1

Evidence Sample, statistic and metric definition all stated by the publisher.

As published
“Yearly 1st renewal: North America 26%, Western Europe 28%, IN/SEA 22%.”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Retention · Median subscription renewal rates by geography

28%

Median

  • Western Europe
  • Annual
  • Renewal 1

Evidence Sample, statistic and metric definition all stated by the publisher.

As published
“Yearly 1st renewal: North America 26%, Western Europe 28%, IN/SEA 22%.”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Retention · Median subscription renewal rates by geography

22%

Median

  • IN/SEA
  • Annual
  • Renewal 1

Evidence Sample, statistic and metric definition all stated by the publisher.

As published
“Yearly 1st renewal: North America 26%, Western Europe 28%, IN/SEA 22%.”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Retention · Median subscription renewal rates by geography

37%

Median

  • Annual
  • Renewal 1
  • Low-priced apps

Evidence Sample, statistic and metric definition all stated by the publisher.

As published
“Yearly 1st: Low 37%, Mid 27%, High 24%.”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Retention · Median subscription renewal rates by pricepoint

24%

Median

  • Annual
  • Renewal 1
  • High-priced apps

Evidence Sample, statistic and metric definition all stated by the publisher.

As published
“Yearly 1st: Low 37%, Mid 27%, High 24%.”

RevenueCat — State of Subscription Apps 2026Published 2026-03-19Retention · Median subscription renewal rates by pricepoint

RevenueCat — State of Subscription Apps 2024

Published 2024-04-01 · 3 observations

Sample
Apps using RevenueCat for in-app subscription management, broken down by pricing, packaging, localisation, conversion and retention.
How it is aggregated
App-level metrics reported as quartiles and medians across the app population.
Measurement period
Primarily 2023, with 2022 comparisons.
Denominator
subscriptions due for renewal

35.3%

Median

  • Annual
  • Renewal 1

Evidence Sample, statistic and metric definition all stated by the publisher.

Comparability
Sits inside the 2026 edition's 23-40% band for annual first renewals, so the two editions are broadly consistent on this metric even though their 12-month retention figures are not.
As published
“Annual subscriptions saw the biggest year-over-year drop in first renewal rates, with a drop of 13% for the median app. From 40.4% in 2022 to 35.3% in 2023.”

RevenueCat — State of Subscription Apps 2024Published 2024-04-01Retention · First renewal rates year over year

49%

Median

  • Social & Lifestyle
  • Monthly
  • Renewal 1

Evidence Sample, statistic and metric definition all stated by the publisher.

As published
“The Social & Lifestyle category has the lowest median first renewal rate at just 49%”

RevenueCat — State of Subscription Apps 2024Published 2024-04-01Retention · First renewal rate by category

69%

Median

  • Shopping
  • Monthly
  • Renewal 1

Evidence Sample, statistic and metric definition all stated by the publisher.

As published
“The Shopping category is an outlier with a median first renewal rate of 69% and a lower quartile first renewal rate of 52%”

RevenueCat — State of Subscription Apps 2024Published 2024-04-01Retention · First renewal rate by category

Pairwise comparability

The verdict below is produced by a fixed set of rules, not a model. It looks at the metric definition, the denominator, the cohort, the statistic, the segment, the dataset and the publication dates, and reports every reason it found.

RevenueCat 2026 35%–58%RevenueCat 2024 35.3%

Roughly comparable

The same thing is being measured, but at least one condition differs. Read the direction, not the gap.

  • Different billing periods: weekly vs annual.
  • Published 2 years apart (2026 vs 2024). The market moved in between, and so may the method.
  • Different aggregation methods. RevenueCat 2026: medians and quartiles across apps. RevenueCat 2024: quartiles and medians across apps.

RevenueCat 2026 67%–75%RevenueCat 2024 35.3%

Not directly comparable

These measure different quantities. Differencing them produces a number that means nothing.

  • Different points on the metric's own timeline: Renewal 2 vs Renewal 1. These are different quantities, not two estimates of one.

RevenueCat 2026 35%–58%RevenueCat 2024 49%

Roughly comparable

The same thing is being measured, but at least one condition differs. Read the direction, not the gap.

  • Different category scope: not broken out vs Social & Lifestyle. An all-categories figure is not a substitute for the category you are in.
  • Different billing periods: weekly vs monthly.
  • Published 2 years apart (2026 vs 2024). The market moved in between, and so may the method.
  • Different aggregation methods. RevenueCat 2026: medians and quartiles across apps. RevenueCat 2024: quartiles and medians across apps.

RevenueCat 2026 77%–81%RevenueCat 2024 35.3%

Not directly comparable

These measure different quantities. Differencing them produces a number that means nothing.

  • Different points on the metric's own timeline: Renewal 3 vs Renewal 1. These are different quantities, not two estimates of one.

RevenueCat 2026 35%–58%RevenueCat 2024 69%

Roughly comparable

The same thing is being measured, but at least one condition differs. Read the direction, not the gap.

  • Different category scope: not broken out vs Shopping. An all-categories figure is not a substitute for the category you are in.
  • Different billing periods: weekly vs monthly.
  • Published 2 years apart (2026 vs 2024). The market moved in between, and so may the method.
  • Different aggregation methods. RevenueCat 2026: medians and quartiles across apps. RevenueCat 2024: quartiles and medians across apps.

RevenueCat 2026 35%–58%RevenueCat 2026 67%–75%

Not directly comparable

These measure different quantities. Differencing them produces a number that means nothing.

  • Different points on the metric's own timeline: Renewal 1 vs Renewal 2. These are different quantities, not two estimates of one.

RevenueCat 2026 53%–61%RevenueCat 2024 35.3%

Roughly comparable

The same thing is being measured, but at least one condition differs. Read the direction, not the gap.

  • Different billing periods: monthly vs annual.
  • Published 2 years apart (2026 vs 2024). The market moved in between, and so may the method.
  • Different aggregation methods. RevenueCat 2026: medians and quartiles across apps. RevenueCat 2024: quartiles and medians across apps.

RevenueCat 2026 35%–58%RevenueCat 2026 77%–81%

Not directly comparable

These measure different quantities. Differencing them produces a number that means nothing.

  • Different points on the metric's own timeline: Renewal 1 vs Renewal 3. These are different quantities, not two estimates of one.
Editions over time

Each edition of a report is stored separately, and older observations are never overwritten. A series is only shown as a trend when the underlying method held still.

RevenueCat — State of Subscription Apps

  1. Edition 2024

    2024-04-01

    • 35.3%Medianannual · Renewal 1
    • 49%Medianmonthly · Social & Lifestyle · Renewal 1
    • 69%Medianmonthly · Shopping · Renewal 1

  2. Edition 2026

    2026-03-19

    • 35%–58%Medianweekly · Renewal 1
    • 67%–75%Medianweekly · Renewal 2
    • 77%–81%Medianweekly · Renewal 3
    • 53%–61%Medianmonthly · Renewal 1
    • 65%–77%Medianmonthly · Renewal 2
    • 73%–82%Medianmonthly · Renewal 3
    • 61%Medianmonthly · Business · Renewal 1
    • 42%Medianmonthly · Social & Lifestyle · Renewal 1
    • 23%–40%Medianannual · Renewal 1
    • 44%–64%Medianannual · Renewal 2
    • 56%–70%Medianannual · Renewal 3
    • 40%Medianannual · Business · Renewal 1
    • 23%Medianannual · Productivity · Renewal 1
    • 55%Medianweekly · North America · Renewal 1
    • 42%Medianweekly · Western Europe · Renewal 1
    • 44%Medianweekly · Latin America · Renewal 1
    • 37%Medianweekly · IN/SEA · Renewal 1
    • 55%Medianmonthly · North America · Renewal 1
    • 55%Medianmonthly · Western Europe · Renewal 1
    • 46%Medianmonthly · IN/SEA · Renewal 1
    • 26%Medianannual · North America · Renewal 1
    • 28%Medianannual · Western Europe · Renewal 1
    • 22%Medianannual · IN/SEA · Renewal 1
    • 37%Medianannual · Renewal 1 · Low-priced apps
    • 24%Medianannual · Renewal 1 · High-priced apps

Related metrics

RenewalCompare your productMethodology and sourcesAll benchmarks