Existing bundled storage was much more common than post-churn adoption
Share of 207 paid Dropbox churners with iCloud+, Google One, or Microsoft 365 before or after their H2 2025 departure
Share of paid Dropbox churners
Source: YipitData U.S. e-receipt panel. Pre-period: H1 2025. Post-period: H1 2026. Churners had a Dropbox churn or downgrade signal in H2 2025 and no paid Dropbox signal in 2026. The sample is adequate but modest, so percentages are directional.
Chart data
| Series | Share of paid Dropbox churners |
|---|---|
| Already had bundled storage before churn | 50.7% |
| First adopted bundled storage after churn | 7.7% |
Which storage subscription appeared first for people who paid for both?
About 80% of churners who held both Dropbox and a measured bundled-storage subscription had the bundled service first. The average lead ranged from roughly 1.2 to 1.5 years across the measured bundled-storage services. Receipt history begins in January 2023, so earlier subscription starts are not visible and the sequence is only directional.
Did Dropbox churners keep the bundled subscription afterward?
Among churners who already held bundled storage, 73% still had it in H1 2026. Preexisting bundled storage was also common among retained Dropbox payers—53.8%, versus 50.7% among churners—so paying for both services was common across the paid base rather than a standalone predictor of churn.
Assumptions & Methodologies
We analyzed established U.S. e-receipt panelists who paid Dropbox in H1 2025. Churners (n=207) had a churn or downgrade signal in H2 2025 and no paid signal in 2026; retained payers (n=1,584) paid in 2026 without churn. Bundled storage meant an iCloud+, Google One, or Microsoft 365 receipt in H1 2025 or H1 2026. Receipt history begins in January 2023, so earlier subscription starts are not visible. Individual and Teams plans were pooled. Unmeasured storage and free tiers mean no bundled receipt does not prove category exit. Results are panel associations, not causes.