If you feel like the old playbook isn’t working as well as it used to, you aren’t alone. The landscape has shifted, and we have the data to prove it. Today, we are operating in a maturing market and the competition is fierce.

We looked at data from 2,200+ subscription businesses and analyzed the behavior of 76 million unique subscribers. We wanted to answer the hard questions: Why do customers really leave? Is the free trial dead? And how are the most successful companies turning payment recovery into a profit center?

The answers are coming soon in our 2026 State of Subscriptions report. Before the full data drops on January 14, here is a preview of the trends that will define your strategy this year.

Retention is still holding strong

For years, the loudest conversation in the room was about how to get people to the checkout page. Now, the winners will be the brands that figure out how to keep subscribers for the long haul.

Our data reveals a massive shift in subscriber sentiment regarding cancellation. We found that customers aren't just looking to "quit"— they are looking for flexibility. The binary choice between "subscribed" and "canceled" is outdated, especially across different regions. In the upcoming report, we dive deep into the "pause" effect and how introducing friction-free off-ramps can actually boost your retention rates.

Friction is hiding in your payments

You might have a global customer base, but do you have a global payment strategy? One of the most critical insights from our research highlights how payment friction varies wildly by region.

What works for a subscriber in the U.S. might cause a drop-off for a subscriber in Europe. We analyzed millions of transactions to pinpoint exactly where revenue is leaking — whether it’s at signup or renewal — and how automated recovery tools are helping businesses reclaim millions in lost revenue.

New models for a new era

Is the traditional free trial losing its charm? Our analysis suggests that consumers are not necessarily fatigued but more intentional with their time and money. We are seeing the rise of "micro-subscriptions"  as a powerful alternative to qualify users and drive higher intent. It’s time to start experimenting.

Furthermore, we looked at the differences between plan structures and how they affect revenue. The debate between monthly resilience and annual stability is settled, but the way you maximize plan value could be costing your lifetime value (LTV).

Get the full picture on January 14

The data is clear: 2026 is the year of efficiency, retention, and intelligent monetization. You cannot afford to guess what your subscribers want.

This report is a wake-up call for growth leaders. We are moving past the "land grab" phase of the subscription economy and into an era of strategic sophistication.

Don't get left behind. We will be releasing the full findings, including benchmarks on churn, recovery rates, and the impact of AI, on January 14.

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