Active Subscriptions Grow, But Consumer Loyalty Is Tested
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Recurly's "The 2024 State of Subscriptions" study found the number of active subscriptions to services ranging from streaming video to direct-to-consumer goods last year grew about 16%, but other data suggest that acquiring customers has become more difficult.
The median churn rate – or the percentage of subscribers who discontinue service – has held steady for the past few years at about 4.1%. However, there are differences among industry groups.
The median churn rate – or the percentage of subscribers who discontinue service – has held steady for the past few years at about 4.1%. However, there are differences among industry groups.
