Worldwide: LTV growth of subscribers 2020-2021

In 2021, the customer lifetime value (LTV) across the pets and animals vertical worldwide had grown considerably, according to a study conducted among a sample of merchants specializing in physical subscriptions. Compared to the previous year, the average annual revenue pet and animal merchants around the world earned per subscriber had increased by some 17 percent. At 16 and 15 percent, respectively, the LTV of food & beverage and fashion companies had also grown in comparison to 2020.

Year-on-year change of annual customer lifetime value (LTV) of subscribers worldwide in 2021 compared to 2020, by vertical

Characteristic	YoY percentage change
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Release date

April 2022

More information

Region

Worldwide

Survey time period

January 1 to December 31, 2021

Number of respondents

over 12,000*

Special properties

ReCharge merchants specializing in physical subscriptions

Supplementary notes

* The source adds that they analyzed over 12,000 merchants which serve some 25 million total customers across 192 countries.

The source defines lifetime value as average customer value (or ACV), which translats to lifetime revenue by number of cusotmers.

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