B
Evidence Grade B
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8.8%
8.8% -- monthly churn rate for Health & Wellness subscriptions (median Shopify brand) (2025)
The average monthly churn rate for the median Health & Wellness subscription brand on Shopify was 8.8% in calendar year 2025.
- Median brand metric across platform billing data, not pooled across all subscribers
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
8.8%
Unit
Percentage
Data Vintage
2025
Entity
Sample Size
20,000
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Recharge
Primary
Tier B
https://www.subjolt.com/guides/dtc-subscription-retention/ ↗
Source Article
DTC Subscription Retention Benchmarks 2026 | SubJolt
Key Takeaways
- Consumer subscription loss is front-loaded, and annual figures hide it. More than half of e-commerce subscription-box buyers have canceled by month six (McKinsey Subscription Box Research, 2018), and specialty streaming falls from 72% survival at month one to 54% by month three (Ante…
Original Research
Recharge
· Original study ↗
Methodology
Platform billing data; average monthly churn for the median brand, calendar 2025, across 20,000 brands
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Health & Wellness subscriptions (median Shopify brand): 8.8% monthly churn rate. Source: Recharge (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/health-wellness-monthly-churn
HTML Embed
<blockquote cite="https://lighthousedata.io/data/health-wellness-monthly-churn" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>8.8%</strong> -- monthly churn rate for Health & Wellness subscriptions (median Shopify brand)<br><small>Source: Recharge (2025) · <a href="https://lighthousedata.io/data/health-wellness-monthly-churn" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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