Losing a subscriber may feel the end of the road, but there are plenty of reasons that users unsubscribe and most of them aren’t about quality or value. Apps that prioritize reactivating these users see unsubscribing as just another step in the cycle, rather than an end.
Some users will naturally return to an app they previously subscribed to, if a new series of a TV show is available or they have booked a holiday to Spain. An improvement in a financial situation or return to a previous living situation may also lead to a reactivation.
In other cases, apps will try to nudge users back through combinations of push notifications, email and ads. Some apps with a freemium offering will also try to draw users back to subscribing by offering them limited trial runs, or offering access to certain consumables with a subscription.
The churn rate for most apps sits at over 95% after 30 days and out of the 5% that stay, less than 5% will subscribe. If a user does reactivate a subscription, they are part of a very small percentage of users that are dedicated to that app.
To that end, apps should be looking at these users are highly valuable, as they have already proved their willingness to subscribe.
We have collected data and statistics on app reactivation rates. Read on below to find out more.
Key App Reactivation Statistics
- Monthly subscription plans have the highest percentage chance of reactivation
- Annual plans have the lowest reactivation rate, at 5.89%
- Media & entertainment apps have the highest reactivation rate for weekly plans
- For monthly subscriptions, educations apps have the highest reactivation rate
- Social & lifestyle apps have the highest reactivation rate for annual plans
App Reactivation Rates
Monthly subscriptions have the highest app reactivation rates, at 11.95%, while annual plans have the lowest, according to RevenueCat’s State of Subscription Apps report.
App reactivation rates by plan duration 2023 (%)
Weekly App Reactivation Rates
Media & entertainment apps have the highest reactivation rate for weekly plans, while education apps have the lowest.
Weekly app reactivation rates by app category 2023 (%)
Monthly App Reactivation Rates
In an interesting turn of events, education apps have the highest reactivation rate for monthly plans.
Monthly app reactivation rates by app category 2023 (%)
Annual App Reactivation Rates
For annual plans, Social & lifestyle apps have the highest reactivation rate.
