Subscriptions
Churn rate
Churn rate is the share of subscribers or subscription revenue lost over a period, most commonly reported monthly for DTC subscription businesses.
Blended DTC subscription churn ran 6.5–8.5% monthly in 2026, with 5–7% considered good and below 5% top-quartile. Category variance is wide: supplements and consumables 5–8%, meal kits 8–15%, general subscription boxes 10–15%.
A single blended number is a poor management metric because it averages cohorts that behave nothing alike — a 12–30% first-month spike and a much lower steady-state tail combine into a figure describing neither. Track cohort retention curves and the voluntary/involuntary split alongside it.
In depth: DTC subscription churn benchmarks