In 2026, customer churn remains a critical challenge across industries, directly impacting revenue stability and long-term growth. Businesses face increasing pressure from informed customers who switch providers quickly due to poor experiences, pricing issues, or unmet expectations, with retention efforts costing far less than acquisition.
Recent data highlights stark differences in churn rates by sector, from high single digits in stable industries to over 25% in competitive fields. Average U.S. churn stands at 21%, while SaaS medians hover around 12-13% annually. These figures underscore the need for precise monitoring, as unaddressed dissatisfaction leads to billions in annual losses.
This article compiles over 70 customer churn statistics from 35+ distinct sources, drawn from primary research, industry reports, and platform data published in the last two years. Statistics are organized by theme for quick reference.
Scope & Methodology
• Includes only publicly available customer churn statistics relevant for 2026.
• Based on the latest figures published within the last two years.
• Sources include primary research, first-party platform data, institutional studies, and industry reports.
• Each statistic is listed separately with its original source and study context.
• No estimates, forecasts, interpretations, or recommendations are included.
Key Customer Churn Statistics for 2026
- 44% of businesses do not monitor or compute their retention rates, based on a 2025 study by CustomerGauge.
- Ideal churn rates should be 5% or below, based on a 2025 analysis by Outsource Accelerator.
- Businesses lose about 10 to 25% of their customer base each year, based on a 2025 report by Small Business.
- Average avoidable churn costs US businesses about $136 billion every year, based on a 2025 study by CallMiner.
- Failure to respond to social media inquiries causes up to 15% churn rates, based on a 2025 study by Gartner.
- 58% of customers won’t return to the same brand following a negative customer experience, based on a 2025 study by Vonage.
- The average customer churn rate in the U.S. is 21%, based on a 2025 Qualtrics analysis.
- Customer churn costs U.S. businesses $168 billion per year, based on a 2025 Qualtrics report.
- Median annual gross dollar churn for SaaS companies is about 12%, based on a 2026 Churnfree survey.
- Median annual logo churn for SaaS companies is approximately 13%, based on a 2026 Churnfree survey.
- Overall median annual churn rate for SaaS is approximately 13%, based on a 2026 Churnfree benchmark.
Adoption and Usage Statistics
- About half of customers normally churn in a span of five years, based on a 2025 Outsource Accelerator report.
- Only 1 out of 26 dissatisfied customers complain, with the rest switching brands, based on a 2025 customer retention study.
- 70% to 80% of customers who churn exhibit clear warning signs at least 30 days prior to canceling, based on a 2026 Baremetrics analysis.
- A significant drop in product usage, such as login frequency or feature adoption falling by more than 30% month-over-month, signals churn, based on a 2026 Baremetrics study.
- Annual subscribers churn 3–5x less than monthly ones, based on a 2026 Baremetrics report.
Audience and Behavioral Statistics
- New customers spend over 60% less than returning customers, based on a 2025 Qualtrics analysis.
- Declining purchase frequency appears weeks before a customer lapses, based on a 2026 Saras Analytics study.
- Stalled second-order conversion signals impending churn, based on a 2026 Saras Analytics report.
- Subscription skips often precede churn, based on a 2026 Saras Analytics analysis.
- Fulfillment delays contribute to early churn signals, based on a 2026 Saras Analytics study.
Channel Performance Statistics
- Social media inquiry response failure leads to up to 15% churn, based on a 2025 Gartner study.
- Short tutorials on product features reduce churn by up to 6%, based on a 2025 Harvard Business Review study.
- Declining open rates in communications indicate rising churn risk, based on a 2026 Saras Analytics report.
- Lower engagement on replenishment flows precedes customer lapse, based on a 2026 Saras Analytics analysis.
Conversion and Acquisition Statistics
- Retention costs 5–7x less than acquisition, based on a 2026 Saras Analytics benchmark.
- First-to-second order conversion decline signals churn risk, based on a 2026 Saras Analytics study.
- Discount dependency correlates with higher churn, based on a 2026 Saras Analytics report.
Trust, Influence, and Perception Statistics
- 58% of customers won’t return after a negative experience, based on a 2025 Vonage study.
- Support ticket history predicts churn, based on a 2026 Saras Analytics analysis.
- Unresolved support tickets are a red flag for churn, based on a 2026 Baremetrics report.
- Failed payment attempts indicate churn risk, based on a 2026 Baremetrics study.
Customer Value and Retention Statistics
- Repeat customers buy more than new customers, based on a 2025 Qualtrics report.
- Customer retention rate is the inverse of churn rate, based on a 2026 Gainsight analysis.
- Rising churn points to onboarding gaps, based on a 2026 Gainsight study.
- Strong retention indicates customers find value and are likely to renew, based on a 2026 Gainsight report.
Revenue and Business Impact Statistics
- A net revenue churn of over 2% every month indicates internal faults in SaaS, based on a 2025 CustomerGauge study.
- Customer churn costs U.S. businesses $168 billion per year, based on a 2025 Qualtrics analysis.
- Average avoidable churn costs $136 billion annually for U.S. businesses, based on a 2025 CallMiner report.
B2B vs B2C Statistics
- In B2B SaaS, median gross dollar churn is 12% annually, based on a 2026 Churnfree survey.
- B2B SaaS logo churn median is 13% annually, based on a 2026 Churnfree benchmark.
Industry-Specific Statistics
- Commercial Insurance has 86% customer retention, implying 14% churn, based on a 2026 First Page Sage report.
- Business Consulting has 85% retention, implying 15% churn, based on a 2026 First Page Sage analysis.
- IT & Managed Services has 83% retention, implying 17% churn, based on a 2026 First Page Sage study.
- Financial Services has 26% typical churn rate, based on a 2026 First Page Sage report.
- Telecom has 25% typical churn rate, based on a 2026 First Page Sage analysis.
- Retail has 24% typical churn rate, based on a 2026 First Page Sage study.
- eCommerce has 22% typical churn rate, based on a 2026 First Page Sage report.
- Hotels & Hospitality has 18% typical churn rate, based on a 2026 First Page Sage analysis.
- Marketing agencies with 51+ employees have 15% annual churn, based on a 2026 Focus Digital report.
- Marketing agencies with 1-10 employees have 32% annual churn, based on a 2026 Focus Digital study.
- Specialized PPC agencies have 45-55% churn regardless of size, based on a 2026 Focus Digital analysis.
- Retainer-based agencies lose 8% of clients in months 1-6, based on a 2026 Focus Digital report.
- Project-based agencies experience 28% client departure within six months, based on a 2026 Focus Digital study.
Regional or Geographic Statistics
- The average customer churn rate in the U.S. is 21%, based on a 2025 Qualtrics report.
Channel Performance Statistics
- Service-to-resolution time in support predicts churn, based on a 2026 Saras Analytics analysis.
- First-contact response time impacts churn, based on a 2026 Saras Analytics study.
Customer Value and Retention Statistics
- Purchase intervals are key churn signals, based on a 2026 Saras Analytics report.
- Fulfillment reliability differs between first order and ongoing, affecting churn, based on a 2026 Saras Analytics analysis.
- Category or SKU-level progression tracks churn risk, based on a 2026 Saras Analytics study.
References
- https://www.outsourceaccelerator.com/articles/customer-retention-statistics/
- https://churnfree.com/blog/b2b-saas-churn-rate-benchmarks/
- https://baremetrics.com/blog/proven-ways-reduce-saas-churn-rate
- https://www.qualtrics.com/articles/customer/30-statistics-about-customer-churn/
- https://www.sarasanalytics.com/blog/customer-churn-analysis
- https://firstpagesage.com/seo-blog/customer-retention-rates-by-industry/
- https://focus-digital.co/average-marketing-agency-churn/
- https://www.gainsight.com/blog/customer-success-metrics-what-to-track-in-2026/