Monthly churn rate benchmarks · 2026
3.5%
B2B SaaS (all), monthly churn · median
Lower is better. P25 = top performers, P75 = bottom quartile.
Media & Entertainment 6.8% Consumer SaaS 5.6% B2B SaaS (SMB) 3.5% B2B SaaS (Enterprise) 1.2% Ecommerce 14.1% Fitness & Wellness 9.3% Financial Services 3% Healthcare 4.1% Agency / Services 19.8% Nonprofit 9.8%Monthly churn rate ranges. Note: ecommerce churn measures repeat buyer retention, not subscription cancellation.
| Segment | Median | P25 (Bottom) | P75 (Top) | Elite |
|---|---|---|---|---|
| Media & Entertainment | 6.8% | 4.2% | 10.1% | - |
| Consumer SaaS | 5.6% | 3.8% | 9.4% | - |
| B2B SaaS (SMB) | 3.5% | 2.1% | 6.2% | - |
| B2B SaaS (Enterprise) | 1.2% | 0.5% | 2.8% | - |
| Ecommerce | 14.1% | 8.4% | 22.8% | - |
| Fitness & Wellness | 9.3% | 5.9% | 14.2% | - |
| Financial Services | 3.0% | 1.8% | 5.4% | - |
| Healthcare | 4.1% | 2.4% | 7.0% | - |
| Agency / Services | 19.8% | 12.0% | 28.5% | - |
| Nonprofit | 9.8% | 6.0% | 16.2% | - |
Monthly churn varies by region. Emerging markets see higher churn due to price sensitivity and payment infrastructure challenges.
North America (US + Canada) 4.2% Western Europe 3.6% Asia Pacific (excl. South Asia) 6.4% Latin America 8.8% MENA 6% Sub-Saharan Africa 10.8% South Asia (India + BD + PK) 8.2%North America and Western Europe show lowest churn. Sub-Saharan Africa and Latin America see highest churn, often driven by involuntary payment failures.
| Segment | Median | P25 (Bottom) | P75 (Top) | Elite |
|---|---|---|---|---|
| North America (US + Canada) | 4.2% | 2.4% | 7.8% | - |
| Western Europe | 3.6% | 2.0% | 6.8% | - |
| Asia Pacific (excl. South Asia) | 6.4% | 3.8% | 11.2% | - |
| Latin America | 8.8% | 5.2% | 14.4% | - |
| MENA | 6.0% | 3.4% | 10.4% | - |
| Sub-Saharan Africa | 10.8% | 6.4% | 17.2% | - |
| South Asia (India + BD + PK) | 8.2% | 4.8% | 13.6% | - |
Enterprise sales-led models achieve the lowest churn due to contractual commitments and dedicated customer success. PLG self-serve sees the highest volatility.
| Segment | Median | P25 (Bottom) | P75 (Top) | Elite |
|---|---|---|---|---|
| Self-Serve / PLG | 7.6% | 4.8% | 13.2% | - |
| Sales-Led (SMB) | 3.8% | 2.4% | 6.8% | - |
| Sales-Led (Enterprise) | 1.4% | 0.6% | 3.2% | - |
| Product-Led Growth (hybrid) | 4.4% | 2.8% | 8.4% | - |
Higher price point consistently correlates with lower monthly churn across all SaaS verticals.
| Segment | Median | P25 (Bottom) | P75 (Top) | Elite |
|---|---|---|---|---|
| <$10/mo | 8.4% | 5.2% | 14.1% | - |
| $10–$50/mo | 4.8% | 2.9% | 8.2% | - |
| $50–$200/mo | 2.9% | 1.8% | 5.1% | - |
| $200–$1k/mo | 1.7% | 0.9% | 3.2% | - |
| $1k+/mo | 0.8% | 0.4% | 1.9% | - |
Define churn risk signals specific to your product: login frequency drop, feature disengagement, support ticket spikes. Trigger automated outreach when 2+ signals fire simultaneously — most effective within the first 14 days of decline.
02Survey every churned customer within 24 hours. Ask one open-ended question: "What was the main reason you cancelled?" Categorize responses monthly. The top 3 categories represent your product roadmap and CS training priorities.
03Failed payments account for 20–40% of churn. Implement Stripe's Smart Retries, send a dunning sequence (day 1, 3, 7, final warning), and add a payment method update link to every email. This alone recovers 35–50% of involuntary churn at near-zero marginal cost.
04Annual subscribers churn at 2–4x lower rates than monthly equivalents. Offer a 20% annual discount on your upgrade prompts. Create urgency with limited-time annual offers at month 2–3 when engagement is highest.
05Before confirming cancellation, present a pause option, a downgrade option, and a personalized save offer. Well-designed cancellation flows recover 15–25% of at-risk users without reducing perceived brand quality.
For B2B SaaS, under 1.5% monthly churn (18% annually) is considered healthy. Under 0.5% monthly is excellent. Consumer SaaS has higher acceptable thresholds — 3–5% monthly is common. Always model churn against LTV to determine if the business is sustainable.
Import a campaign export and see each metric placed against the benchmark for your industry and channel.
Get started freeInvite-only right now · 14-day free trial when you join
These benchmarks are drawn from a multi-source benchmark cohort aggregated across industries and regions, covering the period Q1 2023 – Q4 2024. Figures on this page come from the Benchmarketing benchmark dataset: thousands of curated benchmark observations spanning channels, industries, and US metro areas, refreshed on a published schedule. Every statistic traces to a named source — no anonymous “studies show.” Data is sourced from:
The Benchmarketing 4-Band Method reads every marketing metric against four percentile bands — P25 (bottom quartile), median, P75 (top quartile), and elite (top ~10%) — for a specific industry and channel, instead of a single cross-industry average. Averages blend brand and non-brand campaigns, $500/month and $500,000/month accounts, and unrelated industries into a number almost nobody actually has.
Benchmarks reflect median values across large sample sets. Your industry, business model, and account maturity will cause variation. Use P25/P75 ranges to understand realistic distribution.
Read full methodologyLTV:CAC Benchmarks
Lifetime value vs. acquisition cost
CAC Benchmarks
Customer acquisition cost by industry
Conversion Rate Benchmarks
What % of trials convert
Email Open Rate Benchmarks
Retention email performance
ROI Benchmarks
Overall marketing return
SaaS Marketing Benchmarks
Full SaaS metrics breakdown