Video ConferencingChurn Rate: Benchmarks & Analysis

Post-pandemic, video conferencing tools face a structural retention challenge: the category expanded rapidly when remote work was new, and those customers are now auditing tools they signed up for in 2020–2022 but no longer use at the same intensity. Churn in this category isn't always about product failure — it's often about changed work patterns.

Products that pivot toward meeting intelligence — transcription, action item extraction, CRM sync — are building retention moats that commodity video calling can't replicate. The meeting recording is temporary; the searchable transcript with automated follow-up tasks is persistent. This feature expansion strategy also raises ARPU, which partially offsets the structural headwinds. See how this compares to the scheduling software benchmark, where the same pivot to workflow integration is a key retention driver. The churn calculation guide covers how to segment pandemic-era expansion cohorts from organic cohorts when analyzing this.