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Free trial to paid conversion fell from 46% in 2021 to 33% in 2025, according to Recurly's subscriber acquisition benchmarks covering 67 million unique subscribers. See conversion by category, trial length, and cancellation timing.
The average subscription business lost 3.60% of its subscribers a month in July 2026, according to Recurly's cross-industry billing benchmark data, split into 2.34% voluntary and 1.25% involuntary churn. Here is why subscribers cancel, how hard cancellation flows still are, and where the law stands.
Virginia's amended automatic-renewal law took effect July 1, 2026, requiring a cancellation mechanism at least as easy to use as sign-up through every enrollment channel, per HB1022/SB493 amending the Virginia Consumer Protection Act.
On July 10, 2026, Mayor Zohran Mamdani and DCWP Commissioner Samuel Levine adopted New York City's Click-to-Cancel rule, the first municipal cancellation law in the country, taking effect October 1, 2026.
