Customer Churn Statistics

85 Customer Churn Statistics to Know in 2026

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Looking for some juicy customer churn statistics?

No worries because I’ve done all the hard work for you and deeply researched, vetted and categorized 85 customer churn statistics for your delectation.

Without wasting time let’s quickly jump to it.

Note: All sources and customer churn reports mentioned are linked at the bottom

Below are some of the key customer churn stats:

Key Customer Churn Statistics to Know in 2026:

  • 79% of US consumers would switch to a competitor after a single bad customer experience.
  • The median private B2B SaaS company keeps 91% of its revenue each year (gross revenue retention).
  • 41% of US consumers cancelled a paid streaming video service in the last six months.
  • Price increases are the top reason people cancel subscriptions, cited by 47% of those who cancelled.
  • Poor customer experiences put nearly $3 trillion in global sales at risk in 2026.

Customer Churn Rate by Industry Statistics

  • B2B annual churn ranges from 11% in energy and utilities to 56% in wholesale.
  • IT services has a 12% annual B2B churn rate, and computer software has 14%.
  • Financial services sees 19% annual B2B churn, while professional services sees 27%.
  • Telecommunications has a 31% B2B churn rate and manufacturing has 35%.
  • Logistics and consumer packaged goods both lose 40% of B2B customers a year.
  • AT&T’s postpaid phone churn was 0.86% in the second quarter of 2026.
  • Verizon’s retail postpaid phone churn fell to 0.92% in Q2 2026, down from 0.97% a year earlier.
  • T-Mobile’s postpaid account churn was 0.99% in Q2 2026.
  • Health clubs had a member retention rate of 66.4%, which means about a third of members left.
  • 20% of US retail bank customers moved money away from their primary bank in the past three months, up from 17% a year earlier.
  • 47.2% of US auto insurance policies were shopped around at least once in the previous 12 months.
  • The share of auto insurance customers shopping for a new policy fell from 57% to 53% in a year.
  • 303,811 UK electricity customers switched supplier in July 2026, 10% more than in July 2025.

SaaS Churn and Retention Statistics

  • The median private B2B SaaS company had 101% net revenue retention and 91% gross revenue retention in 2025.
  • SaaS companies with contracts above $250,000 a year keep 95% of revenue, compared with about 91% for smaller contracts.
  • Bootstrapped SaaS companies report 104% net and 92% gross revenue retention, slightly ahead of equity-backed companies at 101% and 90%.
  • B2B SaaS gross revenue retention slipped from 90% to 88% between 2022 and 2024.
  • Keeping 9 out of 10 customers is the norm for SaaS companies at every revenue level.
  • SaaS companies with high net revenue retention grow 2.5 times faster than those with low retention.
  • SaaS companies are keeping gross retention near 90% and net retention above 100%.
  • SaaS businesses with net revenue retention above 100% grew 43.6% a year, compared with 13.1% for those below 60%.

Streaming and Subscription Churn Statistics

  • 41% of US consumers cancelled a paid streaming video service in the last six months.
  • In the last six months, 22% of US consumers cancelled a streaming service and then came back to the same one.
  • 57% of Gen Z cancelled a streaming service in the last six months, compared with 43% of all consumers.
  • 60% of streaming subscribers say a $5 price increase would make them likely to cancel their favorite streaming service.
  • Premium streaming services had a weighted average churn rate of 4.6% in 2025.
  • Specialty streaming services have had a monthly churn rate between 6.6% and 9.2% every month since 2023.
  • Netflix had the lowest churn among premium streamers in September 2024, at 1.8% gross and 1.0% net.
  • The US had about 29.5 million serial churners (3+ streaming cancellations in two years) by Q3 2024, up 149% since the start of 2022.
  • Serial churners drove 41% of premium streaming sign-ups and 42% of cancellations in 2024.
  • 52% of consumers cancelled at least one subscription in the past year.
  • Price increases were the most common reason for cancelling a subscription in 2024, cited by 47% of those who cancelled.

Mobile App Subscription Churn Statistics

  • 95% of annual app subscribers who cancel never come back.
  • Yearly app subscription plans renew at 83.4%, more than four times the 18.7% renewal rate of weekly plans.
  • 20% of churned monthly app subscribers come back within a year, compared with only 5% of annual subscribers.
  • AI-powered subscription apps earn 41% more revenue per payer but churn 30% faster.
  • 55% of all 3-day app trial cancellations happen on the first day.
  • App retention drops to 26% on day 1, 13% by day 7 and 7% by day 30.

Customer Experience and Churn Statistics

  • 79% of US consumers would switch to a competitor after a single bad customer experience.
  • 51% of customers say businesses fall short when they need help, up from 46% the year before.
  • 42% of consumers say their customer service expectations went up in 2026.
  • After a bad experience, 34% of consumers spend less with the company and 13% stop spending with it completely.
  • Consumers cut their spending after 47% of bad experiences.
  • Bad experiences lead to spending cuts most often in fast food (62%) and online retail (58%).
  • Fewer than 1 in 3 consumers give feedback to companies, the lowest level on record.
  • 74% of consumers get frustrated when they have to repeat information to customer service.
  • 85% of CX leaders say customers will drop brands that can’t solve their issue on first contact.
  • 72% of shoppers leave an ecommerce site when they can’t quickly find what they need, and 36% go straight to a competitor.
  • One in three consumers (32%) would walk away from a brand they love after just one bad experience.
  • 25% of US brands saw their customer experience quality drop in 2025, while only 7% improved.

Price, Loyalty and Brand Switching Statistics

  • 65% of US consumers would switch brands for a better price.
  • 73% of US consumers changed what they buy because of price increases over the past year.
  • Lower product quality (54%), price increases (49%) and poor customer service (47%) are the top things that weaken loyalty.
  • 37% of consumers now put cost ahead of brand loyalty, and 23% feel they can no longer afford to be loyal.
  • True brand loyalty fell 5 percentage points from 2024, the biggest drop since the index began.
  • 28% of consumers have switched brands because they got bored.
  • 83% of US consumers feel undervalued by the brands they stay loyal to.
  • 71% of consumers will walk away from a purchase if the experience doesn’t feel relevant to them.
  • Only 45% of consumers feel the brands they deal with understand them.
  • Pricing grew faster than any other cause of bad experiences, up 4 percentage points in a year.

Involuntary Churn and Failed Payment Statistics

  • 25% of lapsed subscriptions end only because a payment failed.
  • Nearly a third of subscription cancellations on Google Play are billing failures, more than double the App Store rate of 14%.
  • 53% of failed monthly subscription payments are recovered, but only about 23% of failed annual renewals are.
  • Businesses using Stripe recover 55% of failed payments on average.
  • Subscriptions saved from involuntary churn last about seven more months on average.
  • 70% of detected involuntary churn was recovered, and dunning emails and texts alone recovered 42%.
  • Software companies recovered over $155 million in revenue from failed payments in a year.

Churn Reduction and Win-Back Statistics

  • Pause usage rose 337%, and 75% of subscribers who pause eventually return.
  • 38% of consumers would rather pause a subscription than cancel it.
  • Annual plans bring in 50% to 60% more revenue per user than monthly plans.
  • Customers on annual plans have a lifetime value 2 to 4 times higher than monthly payers.
  • In cancellation flows, discount offers were accepted 53.9% of the time and pause offers 19% of the time.
  • Companies using Churnkey’s retention tools saved roughly 20% to 40% of the revenue they would otherwise have lost to churn.
  • Nearly 1 in 4 new subscriptions now comes from a former customer.
  • Customer-obsessed companies report 51% better customer retention, yet only 3% of companies qualify.

Cost of Customer Churn Statistics

  • Poor customer experiences put nearly $3 trillion in global sales at risk in 2026.
  • In the US alone, $973 billion in sales is at risk from poor customer experiences.
  • Increasing customer retention by 5% can increase profits by 25% to 95%.
  • Acquiring a new customer is 5 to 25 times more expensive than keeping an existing one.

AI and Churn Prevention Statistics

  • 53% of customers would consider switching to a competitor if they found out a company was going to use AI for customer service.
  • In one McKinsey case, a major US airline used machine learning to target delay compensation and cut churn intention among high-value, at-risk customers by 59%.
  • 52% of customer success teams now use AI in their workflows.
  • 65% of the most AI-mature customer success teams report net revenue retention of 100% or higher.
  • Only 16% of customer success and revenue leaders say their AI use has reached a strategic level.
  • 65% of CX leaders say their teams use AI, but only 35% say their data is fully connected to their tools.

Keep More Customers With a Smarter Retention Strategy

There you have it, numbers simply don’t lie. Customers leave faster than ever, and 79% of US consumers would switch to a competitor after just one bad experience.

The data shows churn is not only about price. Poor service, having to repeat information, feeling undervalued and failed payments all push customers out the door. Price still matters too, as 47% of people who cancelled a subscription blamed a price increase.

The good news is that churn can be reduced. Pause options, annual plans, payment retries and cancel flows save a big share of customers who would otherwise leave, and nearly 1 in 4 new subscriptions now comes from a former customer.

In summary, fix the customer experience first, make it easy for customers to stay instead of cancelling, and recover failed payments before they turn into lost customers.

Implement these statistics properly and you should keep more of your customers and grow your revenue in 2026.

If you are looking for more statistics then check our statistics posts

Sources:

I got my sources from the following pages:

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