App retention and churn rates
Retention and churn figures guests gave for their apps or as the norm across apps. Check each row for which day or period it measures.
31 figures · updated 2026-09-17
Day 1 to day 7 retention
| Who | Metric | Value | Context | Said in |
|---|---|---|---|---|
| Natal | retention | 14% approximate | D3 return rate among users who enter the in-app community | Sub Club by RevenueCat 2026-05-27 |
Day 30 retention
Median 32.5% across 8 figures, from 0.8% to 60%.
| Who | Metric | Value | Context | Said in |
|---|---|---|---|---|
| Flamme | retention | 0.8% | D30, first version (Sparks date-planning app) | The Superwall Podcast 2026-03-149:24 |
| Flamme | retention | 4.2% | D30 after pivoting to Flamme AI (AI relationship coach) | The Superwall Podcast 2026-03-1410:44 |
| Flamme | retention | 30% approximate | D30, intermediate step after making the daily question core and adding carrot/stick notifications | The Superwall Podcast 2026-03-1412:44 |
| benchmarkX (Twitter) day-30 retention, guest's recollection | retention | 30% estimate | D30 | The Superwall Podcast 2026-03-1413:19 |
| benchmarkInstagram day-30 retention, guest's recollection | retention | 35% estimate | D30 | The Superwall Podcast 2026-03-1413:19 |
| benchmarkTikTok day-30 retention, guest's recollection | retention | 40% estimate | D30 | The Superwall Podcast 2026-03-1413:19 |
| Flamme | retention | 50% approximate | D30, from 4.2% baseline | The Superwall Podcast 2026-03-1412:44 |
| Praycreen | retention | 60% approximate | D30 retention of users praying 4 times a day | The Superwall Podcast 2025-11-035:28 |
Longer-term retention
Median 31% across 17 figures, from 10% to 99%.
| Who | Metric | Value | Context | Said in |
|---|---|---|---|---|
| Host's side-project weather app | retention | 8–12% approximate | Long-term cohort retention where the curve flattens | Sub Club by RevenueCat 2025-04-1634:52 |
| Host's side-project weather app | retention | 10% approximate | Share of monthly subscribers still subscribed from 8 years ago (annual a little higher) | Sub Club by RevenueCat 2025-04-1624:57 |
| aggregateSubscription apps the host has seen doing really well (office hours) | retention | 20–25% approximate | Level where long-term cohort retention flattens | Sub Club by RevenueCat 2025-04-1625:25 |
| aggregateYear-one retention, AI-powered apps (RevenueCat dataset) | retention | 21% | Year-one retention, AI apps | Sub Club by RevenueCat 2026-03-06 |
| Lobby | retention | 25–30% approximate | D90 retention in Israel during the 2022 breakout | The Superwall Podcast 2026-01-1320:09 |
| aggregateYear-one retention, median hard paywall apps (RevenueCat dataset) | retention | 26.8% | Year-one retention, median, hard paywall (host says 'yearly' but means hard paywall) | Sub Club by RevenueCat 2026-03-06 |
| aggregateMedian annual-plan year-one retention across subscription apps | retention | 27%/year approximate | Median annual retention (host: 'near 30%... I think it's 27') | Sub Club by RevenueCat 2026-03-06 |
| aggregateYear-one retention, median freemium apps (RevenueCat dataset) | retention | 27.7% | Year-one retention, median, freemium | Sub Club by RevenueCat 2026-03-06 |
| aggregateSubscription apps on RevenueCat, year-one retention 2021-2024 | retention | 30–49% approximate | Year-one subscriber retention, trending down each year | Sub Club by RevenueCat 2025-03-1720:54 |
| Natal | retention | 31% approximate | D2 return rate among users who enter the in-app community | Sub Club by RevenueCat 2026-05-27 |
| aggregateYear-one retention, non-AI apps (RevenueCat dataset) | retention | 31% | Year-one retention, non-AI apps | Sub Club by RevenueCat 2026-03-06 |
| aggregateConsumer subscription apps (RevenueCat data) | retention | 35% approximate | Median renewal of an annual plan in consumer apps | Sub Club by RevenueCat 2025-10-15 |
| benchmarkYear-one subscriber renewal (resubscribe) rate in consumer apps; not for dating apps | retention | 50% approximate | Year-one resubscribe: 50% amazing, 40% good, 30% okay, 20% bad | The Superwall Podcast 2026-07-1017:08 |
| aggregateYear-one retention, P90 hard paywall apps (RevenueCat dataset) | retention | 54% | Year-one retention, 90th percentile, hard paywall | Sub Club by RevenueCat 2026-03-06 |
| aggregateYear-one retention, P90 freemium apps (RevenueCat dataset) | retention | 58% | Year-one retention, 90th percentile, freemium | Sub Club by RevenueCat 2026-03-06 |
| marketCell phone plans, year-over-year customer retention | retention | 80–90%/year estimate | Sub Club by RevenueCat 2025-04-1627:36 | |
| Cents | retention | 99% approximate | Customer (logo) retention | Top Founders with Nathan Latka 2026-09-176:24 |
Churn and cancellation
Median 31% across 5 figures, from 11% to 50%.
| Who | Metric | Value | Context | Said in |
|---|---|---|---|---|
| aggregateAnnual subscriptions on RevenueCat, most categories | churn | 10–12% approximate | Size of the last-month cancellation spike for most categories | Sub Club by RevenueCat 2025-03-1732:36 |
| aggregateAnnual subscriptions on RevenueCat, all categories | churn | 27% estimate | Share of annual-plan customers who cancel in the first month; the last month is the next most common | Sub Club by RevenueCat 2025-03-1734:19 |
| Career Hound | churn | 31% | Period not stated; high because job seekers leave once hired | Starter Story 2026-09-062:02 |
| aggregateAnnual subscriptions on RevenueCat, shopping category | churn | 40% approximate | Share of annual-plan cancellations (final auto-renew turn-off) happening in month one; shopping is the highest category, over 40% | Sub Club by RevenueCat 2025-03-1732:36 |
| aggregateTrial starters on Superwall customer paywalls | churn | 50% approximate | Share of users who cancel after starting a free trial, on average | The Superwall Podcast 2026-03-1012:10 |
Figures are as stated in each interview and aren't independently verified. Goals, projections, illustrative numbers and before/after changes are left out. Ranges count as their midpoint in the median.