Report:
Subscription benchmarks for European businesses 2026/2027
Compare your own benchmarks and identify performance gaps or leads.
Frisbii’s benchmark report is based on our own anonymized billing data from European subscription companies across different business models and industries.
Included:
- The European subscription market
- Churn, customer lifetime and LTV benchmarks
- Differences between B2B, B2C and B2B/B2C business models
- How your pricing range and billing intervals impact your revenue
- Industry trends for SaaS, Media and eCommerce
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What's included
A bird's eye view of the European subscription market
Frisbii’s European Subscription Benchmark Report provides you with a market overview, detailed data analysis and benchmarks based on Frisbii’s platform data as well as insights from industry and tech experts.
European market overview
An overview of the current state of the European subscription market and why it is unique compared to the US market.
Subscription benchmarks
Based on our own platform data, we provide you with benchmarks including high and low performers for the most important subscription metrics.
Six assumptions we tested against the data
We’ve investigated common assumptions and tested if our data supported, partially supported or debunked them.
Industry insights from European experts
Industry and tech experts share recent trends, challenges and technological innovations for Media, eCommerce & Retail as well as the SaaS & Tech industries.
Europe is a unique market
A market overview for European subscription businesses
Most subscription benchmarks are built on US data, yet they rarely reflect the realities of European businesses.
Our Subscription Industry Report is based on proprietary data from European subscription businesses. It gives you concrete benchmarks for customer lifetime value, churn and pricing, insights from experts across eCommerce, media, SaaS and payments, and a look at the trends shaping what comes next, from AI-driven monetization to agentic commerce.
Billing benchmarks
Do B2B companies always bill annually?
Annual contracts seem to go hand in hand with B2B business but the billing intervals do not always match this widespread subscription assumption. We found in our data, that B2B companies actually prefer monthly billing of annual billing.
Find out how other business models bill their customers and whether your billing interval can tell you something about your LTV.
Only
13,30%
of B2B companies bill their customers annually.
Pricing benchmarks
Are B2C subscriptions cheaper than B2B or B2B/B2C?
It’s easy to assume that B2C subscriptions are usually on the lower end of pricing ranges, given that streaming and other media subscriptions usually start quite low. However, according to our data, that’s not entirely true.
Read in our report, how different business models (B2C, B2B and B2B/B2C) have spread their subscription prices from 0 – 1000€ and which pricing ranges have the highest churn rates.
Customer lifetime value benchmarks
Which business model has the highest LTV?
Do B2B companies make more money per customer than B2C customers? And do B2B/B2C companies make twice as much with double the customer base? Based on our data, the customer lifetime value for B2B customers might be the king of LTV.
Download our benchmark report to see how B2C and B2B/B2C companies compare and how your LTV compares.
591€
is the average customer lifetime value in € per customer across different business models.
Churn benchmarks
Which industry has the lowest churn rate?
There are significant differences when it comes to the churn rate (and the customer lifetime value) across industries.
Our data indicated that SaaS & Tech is among the top performers when it comes to churn with a median annualized churn rate of 18,8% (that is more than half the churn rate of the industry with the highest churn rate).
Do they also lead in regard to LTV? Get the full data and industry overview for churn rates and LTV in our report.
Our experts
Industry, market and technology insights from leading voices across Europe
European benchmarks for subscription businesses
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