first year annual retention

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Subscription apps are losing users faster than ever

Tuesday, June 16, 2026 by Richard Harris

More than a third of all annual app subscription cancellations happen within the first month. That first stretch holds the single greatest concentration of annual churn, and once someone steps out, the door usually stays shut. Annual reactivation sits at about 5 percent overall, and it hardly moves by region or price tier. Monthly subscribers return at about four times ...

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