Churn Rate Benchmarks by Industry: 2026 Reference Guide
Understanding where your churn rate sits relative to industry benchmarks is the first step to improving it. Average churn varies dramatically by vertical — from 2% monthly in enterprise SaaS to over 10% in consumer media.
SaaS median monthly churn sits around 3–5%, with top-quartile companies under 2%. E-commerce subscription boxes average 6–8%. Streaming media hits 5–7% due to content fatigue. Fintech and insurance run lower at 1.5–3%. Healthcare SaaS is among the best at 1–2% due to high switching costs. Benchmark your rate, then segment by cohort, plan type, and acquisition channel to find your worst-leaking buckets. Use automated retention tools like SaveMyChurn to intercept cancellations before they hit your numbers.
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