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Konstantin Khalyushev
ENRUESPT

Retention

Retention after the Nth renewal

Of subscribers who converted to paid, the share still subscribed after the Nth renewal, counted cumulatively.

Cumulative survival, so the series falls monotonically. A per-cycle renewal rate rises with each cycle because survivors self-select. Confusing the two makes late renewals look catastrophic when they are the healthiest part of the curve.

Denominator
paid subscriptions
Cohort
a subscription cohort
Time horizon
a numbered renewal
Sources
1
Observations
5

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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

Only one source in this dataset publishes this metric for this segment. That is a single reading, not a consensus.

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.

Adapty — State of In-App Subscriptions 2026

Published 2026-01-01 · 5 observations

Sample
Subscription data from more than 16,000 apps representing $3 billion in subscription revenue.
How it is aggregated
Conversion benchmarks are computed as app-level rates (trials or purchases divided by installs) within a segment, then aggregated as the AVERAGE of per-app rates. Medians and percentiles are reported alongside averages on some charts.
Measurement period
2025, with 2023 comparisons on selected charts.
Denominator
paid subscriptions

59.2%

Average

  • Renewal 1

Evidence One of sample, statistic or definition is missing or ambiguous.

Methodology
Adapty presents this series both as a stage-by-stage funnel and as a table headed 'Global Average Retention'. It is recorded here as cumulative retention because the values fall monotonically, whereas per-cycle renewal rates rise as survivors self-select.
Comparability
NOT comparable with RevenueCat's per-cycle renewal rates. The publisher's own labelling is ambiguous between the two readings, which is why this is a separate metric rather than a second source for renewal rate.
As published
“1st Renewal | 59.2%”

Adapty — State of In-App Subscriptions 2026Published 2026-01-01Conversion highlights · Conversion rates by user journey stage / Global Average Retention table

45.1%

Average

  • Renewal 2

Evidence One of sample, statistic or definition is missing or ambiguous.

Methodology
Adapty presents this series both as a stage-by-stage funnel and as a table headed 'Global Average Retention'. It is recorded here as cumulative retention because the values fall monotonically, whereas per-cycle renewal rates rise as survivors self-select.
Comparability
NOT comparable with RevenueCat's per-cycle renewal rates. The publisher's own labelling is ambiguous between the two readings, which is why this is a separate metric rather than a second source for renewal rate.
As published
“2nd Renewal | 45.1%”

Adapty — State of In-App Subscriptions 2026Published 2026-01-01Conversion highlights · Conversion rates by user journey stage / Global Average Retention table

37.1%

Average

  • Renewal 3

Evidence One of sample, statistic or definition is missing or ambiguous.

Methodology
Adapty presents this series both as a stage-by-stage funnel and as a table headed 'Global Average Retention'. It is recorded here as cumulative retention because the values fall monotonically, whereas per-cycle renewal rates rise as survivors self-select.
Comparability
NOT comparable with RevenueCat's per-cycle renewal rates. The publisher's own labelling is ambiguous between the two readings, which is why this is a separate metric rather than a second source for renewal rate.
As published
“3rd Renewal | 37.1%”

Adapty — State of In-App Subscriptions 2026Published 2026-01-01Conversion highlights · Conversion rates by user journey stage / Global Average Retention table

31.6%

Average

  • Renewal 4

Evidence One of sample, statistic or definition is missing or ambiguous.

Methodology
Adapty presents this series both as a stage-by-stage funnel and as a table headed 'Global Average Retention'. It is recorded here as cumulative retention because the values fall monotonically, whereas per-cycle renewal rates rise as survivors self-select.
Comparability
NOT comparable with RevenueCat's per-cycle renewal rates. The publisher's own labelling is ambiguous between the two readings, which is why this is a separate metric rather than a second source for renewal rate.
As published
“4th Renewal | 31.6%”

Adapty — State of In-App Subscriptions 2026Published 2026-01-01Conversion highlights · Conversion rates by user journey stage / Global Average Retention table

27.6%

Average

  • Renewal 5

Evidence One of sample, statistic or definition is missing or ambiguous.

Methodology
Adapty presents this series both as a stage-by-stage funnel and as a table headed 'Global Average Retention'. It is recorded here as cumulative retention because the values fall monotonically, whereas per-cycle renewal rates rise as survivors self-select.
Comparability
NOT comparable with RevenueCat's per-cycle renewal rates. The publisher's own labelling is ambiguous between the two readings, which is why this is a separate metric rather than a second source for renewal rate.
As published
“5th Renewal | 27.6%”

Adapty — State of In-App Subscriptions 2026Published 2026-01-01Conversion highlights · Conversion rates by user journey stage / Global Average Retention table

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.

Adapty 2026 59.2%Adapty 2026 45.1%

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.

Adapty 2026 59.2%Adapty 2026 37.1%

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.

Adapty 2026 59.2%Adapty 2026 31.6%

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 4. These are different quantities, not two estimates of one.

Adapty 2026 59.2%Adapty 2026 27.6%

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 5. These are different quantities, not two estimates of one.

Adapty 2026 45.1%Adapty 2026 37.1%

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 3. These are different quantities, not two estimates of one.

Adapty 2026 45.1%Adapty 2026 31.6%

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 4. These are different quantities, not two estimates of one.

Adapty 2026 45.1%Adapty 2026 27.6%

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 5. These are different quantities, not two estimates of one.

Adapty 2026 37.1%Adapty 2026 31.6%

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 4. These are different quantities, not two estimates of one.

Related metrics

  • 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.

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