Hi Tadome, I've seen 7% to 40% in billing retry for a relatively new app from a couple of years ago. These numbers seem very high and I haven't been able to figure out why. Especially given that 2019 WWDC video say involuntary churn across the platform has been reduced due to billing retry from 5.1% in 2017 to 1.6% in 2019. https://developer.apple.com/videos/play/wwdc2019/302
Someone speculated that it might be users want to unsubscribe but can't figure out how so they remove the payment information. I'm not sure this is the case.
Do you know why your app has such high billing retry rates? As background, does your app have a lot of subscribers?
Our users are mostly aged 18-24 so that might be one reason for it. We have around 9k subscribers in total and most of them are from the US.
Maybe it's more common having "through away" debit cards with 0 balance in the US than other parts of the world. In most countries in Europe the banks are charging a yearly fee for every debit card. I'm not sure about the US and what fees are applied by the banks there.
Our app is quite clear on how the users unsubscribe so I don't think the users would remove their payment information instead of just unsubscribing. Almost all of our billing retries are free trials which haven't been canceled and then enters billing retry.
That the involuntary churn across the platform has been reduced due to billing retry from 5.1% in 2017 to 1.6% in 2019 doesn't reflect our experience at all. It's probably people who keep subscriptions for long and therefore have multiple renewals which lowers the total. If Apple would count how many free trials enters billing retry the numbers would probably look different.