Subscription apps are thriving in 2025, but not all platforms offer the same experience. The latest report from RevenueCat shows that Google Play users encounter billing errors almost twice as often as iOS users, and this gap is costing users and developers.
According to the report28.2% of all canceled subscriptions on Google Play are attributed to billing errors. That’s almost double the App Store’s rate of 15.1%. This means that if you are a Google Play user, you are almost twice as likely to have your subscription canceled due to a payment issue. If voluntary unsubscription remains the leading reason for cancellation on both platforms, billing errors come just behind for Google Play.
For users, this is more than just a problem. They could lose access to an app or service they’ve already paid for, or waste time troubleshooting a problem that shouldn’t happen.
RevenueCat’s data also highlights other important trends in the subscription app market. Churn remains a big challenge, especially in the beginning. Nearly 30% of annual subscribers cancel within the first month, showing that people quickly decide whether an app is worth the cost. On the other hand, users who stick around are more likely to stick around: apps with affordable annual plans retain around 36% of users after a year, while more expensive monthly subscriptions only retain around 6.7%.
Another key finding is that most free trials start right after installation, with 82% of them starting on day one. This means that if an app doesn’t highlight its premium features or offer a trial right away, it risks missing its best chance to attract new users.
Apple continues to decide to turn downloads into paying users
Apple continues to take a leadership role in turning downloads into paying users. The App Store consistently outperforms Google Play in key areas such as business, health, fitness and education. Android developers not only face lower conversion rates, but also a higher risk of billing issues that can interrupt subscriptions.
RevenueCat also found that refunds remain relatively rare but vary by category. Apps in health, fitness, and education have the highest refund rates – sometimes reaching as high as 4.9% – primarily when the app experience fails to meet set marketing or onboarding expectations.
RevenueCat’s 2025 report is based on data from tens of thousands of apps and billions of subscription transactions. Its findings clearly show that as subscription-based apps continue to grow, the platform you use can really affect your experience. For the moment, Google Play’s billing issues are holding back the ecosystem.
