Units used in chart: Normalized index (mixed source units)
High-retention subscription models optimize ARPU, churn, and LTV to drive predictable revenue.
The global subscription economy market was valued at $487 billion in 2024 and is projected to reach $2.1 trillion by 2034, growing at a 15.9% CAGR. North America dominates with 45% market share, generating $219 billion in revenue in 2024.
Recurly's benchmark study found an overall monthly churn rate of 3.27%, with voluntary churn at 2.41% and involuntary churn at 0.86%. Over 54% of businesses reported decreased overall churn in 2024, highlighting the focus on retention strategies.
Subscription businesses should prioritize tracking MRR, ARPU, LTV, and churn rates to optimize recurring revenue. Hybrid monetization models combining subscriptions and usage-based pricing are gaining traction, as evidenced by Zuora's 2025 SEI report.
Subscription economy growth
Statistics and facts