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Annual Recurring Revenue (ARR) Defined


What is Annual Recurring Revenue (ARR)?

Annual Recurring Revenue (ARR) is a metric that is widely used in the world of marketing to measure the financial health of a subscription-based business. ARR is the total amount of revenue that a company expects to receive from its customers on an annual basis.


ARR is an important metric for subscription-based businesses because it allows them to forecast their revenue for the coming year. It also helps them to understand the impact of customer churn on their revenue. If a company has a high churn rate, it means that customers might be leaving the service at a faster rate than new customers are signing up. This can have a negative impact on the company's ARR.


Examples of ARR

So how does ARR work in practice? Let's look at a couple of examples:


Example 1: Streaming Service

Let's say you subscribe to a streaming service for $10 per month.


The company has a 12-month subscription plan, which means you pay $120 for the year.
The company has 10,000 subscribers, so their ARR would be $1.2 million ($120 x 10,000).
This means that the company expects to earn $1.2 million in revenue for the year from their subscribers.

Example 2: New (SaaS) Software Business

Now let's consider a company that provides a software as a service (SaaS) solution to businesses. Let's assume that the company charges $500 per month for their services, and they have 50 customers.


The company's ARR would be $300,000 ($500 x 12 months x 50 customers).
This means that the company expects to earn $300,000 in revenue from their customers over the course of the year.

ARR: The Final Word

In summary, ARR is a key metric for subscription-based businesses that measures the total amount of revenue expected from customers on an annual basis. By understanding ARR, businesses can better forecast their revenue and make informed decisions about their pricing, marketing, and customer retention strategies.


For more Financial Terminology and Marketing Lingo please visit our dedicated Marketing Glossary section.


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