NRR benchmarks by segment · 2026
124%
Enterprise SaaS, median NRR
Higher is better. 100% = flat retention. Above 100% = net revenue expansion from existing customers.
Enterprise SaaS 124% Mid-Market SaaS 112% SMB SaaS 98% Consumer SaaS 92% Marketplace 108% Vertical SaaS 118% Usage-Based / API 130%P25 = bottom quartile, P75 = top quartile. Usage-based pricing models consistently achieve the highest NRR.
| Segment | Median | P25 (Bottom) | P75 (Top) | Elite |
|---|---|---|---|---|
| Enterprise SaaS | 124% | 108% | 148% | - |
| Mid-Market SaaS | 112% | 100% | 132% | - |
| SMB SaaS | 98% | 88% | 112% | - |
| Consumer SaaS | 92% | 80% | 104% | - |
| Marketplace | 108% | 96% | 124% | - |
| Vertical SaaS | 118% | 104% | 140% | - |
| Usage-Based / API | 130% | 112% | 158% | - |
Higher is better. North American SaaS companies lead NRR benchmarks driven by enterprise expansion motion and mature CS practices.
North America (US + Canada) 115% Western Europe 110% Asia Pacific (excl. South Asia) 108% Latin America 100% MENA 102% Sub-Saharan Africa 96% South Asia (India + BD + PK) 100%North America and Western Europe benefit from higher expansion revenue due to larger upsell-ready customer bases. Sub-Saharan Africa sees lower NRR due to higher churn rates.
| Segment | Median | P25 (Bottom) | P75 (Top) | Elite |
|---|---|---|---|---|
| North America (US + Canada) | 115% | 100% | 134% | - |
| Western Europe | 110% | 96% | 128% | - |
| Asia Pacific (excl. South Asia) | 108% | 94% | 124% | - |
| Latin America | 100% | 88% | 116% | - |
| MENA | 102% | 90% | 118% | - |
| Sub-Saharan Africa | 96% | 84% | 112% | - |
| South Asia (India + BD + PK) | 100% | 88% | 116% | - |
Product-led growth / usage-based models consistently achieve highest NRR because expansion is built into the product architecture. Consumer SaaS sees the lowest NRR.
| Segment | Median | P25 (Bottom) | P75 (Top) | Elite |
|---|---|---|---|---|
| Product-Led Growth (usage-based) | 130% | 112% | 158% | - |
| Enterprise sales-led | 124% | 108% | 148% | - |
| Mid-market sales-led | 112% | 100% | 132% | - |
| SMB / self-serve | 98% | 88% | 112% | - |
| Consumer / B2C | 92% | 80% | 104% | - |
NRR measures how much revenue you retain from existing customers over a period, including upsells, cross-sells, and expansions, minus downgrades and churn. NRR above 100% means your existing customer base is growing in revenue even without adding new customers. Formula: (Starting MRR + Expansion MRR - Contraction MRR - Churn MRR) / Starting MRR.
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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.
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