Close this search box.

Table of Contents

Recurring Revenue


Recurring revenue is a financial term referring to the portion of a company’s revenue that is expected to continue in the future. It is highly predictable income generated by a company from its customer base through repeat business transactions. Examples include subscriptions, ongoing service contracts, or rent payments.


The phonetic pronunciation for “Recurring Revenue” is: Ri-kur-ing Rev-uh-n-yoo

Key Takeaways

  • ecurring Revenue is a stable and predictable stream of income that a business can expect to receive at regular intervals. This can include things such as subscriptions, rent, or other ongoing service agreements. This is vital for business’s financial health as it provides consistent cash flow.
  • Recurring Revenue models can improve customer retention, as they often involve a subscribing agreement, which can lead to a long term and loyal customer relationships. This model encourages businesses to sustain the high quality of their products or services, as customer retention is heavily dependent on the value they perceive.
  • The ability to predict income and thus manage resources and plan for future investment makes recurring revenue critical to a company’s growth and sustainability. It reduces the risk of unexpected fluctuations in revenue, allowing more informed decisions about future expansion and expenses.


Recurring revenue is a crucial aspect of business and finance because it reflects the portion of a company’s revenues that is expected to continue in the future, providing a steady and predictable income stream. This strong financial health indicator demonstrates stability and predictability, attracting investors and adding value to the company. The stable income can also be reinvested back into the company for its growth and expansion. Industries like software-as-a-service (SaaS), subscriptions, leases, and any business with renewable contracts highly value recurring revenue. Overall, a company with a significant recurring revenue is viewed as more valuable due to its reliable and predictable nature of earnings.


Recurring revenue plays a crucial role in the financial stability and predictability of a business’s financial performance. This kind of revenue stream presents a clear understanding of future cash flows, which is instrumental for business planning, budgeting, and forecasting. Stable recurring revenue increases a company’s valuation and acts as a safeguard against seasonal fluctuations or unexpected disruptions in the market. It provides a financial foundation on which to grow, not just maintaining business functionality at a baseline level but also allowing for structured, strategic expansion.

More importantly, it’s often used to gauge the health of a business, particularly in the service industry and more recently, businesses adhering to a subscription-based model. The consistent income from rent, subscriptions, and service contracts can strongly correlate with the company’s financial health, communicate its earning potential and its capacity to secure funding at favorable terms. Furthermore, a strong recurring revenue model can be appealing to investors. It signifies a consistent, reliable customer base, making it a lower-risk investment with predictable returns. It also helps businesses maintain strong relationships with their customers, fostering customer loyalty and encouraging long-term growth.


1. Subscription Services: One common example of recurring revenue is subscription services like Netflix or Spotify. These companies generate consistent monthly revenue from their customers who pay a fixed rate to access their services.

2. Software as a Service (SaaS): Companies like Adobe or Microsoft now operate on an SaaS model where instead of selling software for a one-off fee, they charge customers a monthly or annual fee to use their software. This is a reliable source of ongoing income for the company.

3. Gym Memberships: Fitness facilities often operate on a monthly membership basis. Members pay a monthly fee to have access to the gym, generating recurring revenue for the business.

Frequently Asked Questions(FAQ)

What is Recurring Revenue?

Recurring revenue is the portion of a company’s revenue that is highly likely to continue in the future. This is revenue that is predictable, stable, and can be counted on in the future with a high degree of certainty.

What is the importance of Recurring Revenue in a business model?

Recurring revenue is often considered the most vital measure of a company’s long-term financial health because it is predictable and consistent revenue that the business can count and plan on.

Can you give me examples of businesses with recurring revenue models?

Subscription-based businesses like Netflix or meal-kit services, memberships like gym memberships or Amazon Prime, and Software as a Service (SaaS) companies like Microsoft or Adobe all have recurring revenue models.

Can all businesses have a recurring revenue model?

While not every business model is suited to recurring revenue, many can adapt some form of it. For instance, a clothing retailer may not have recurring revenue in the traditional sense, but by starting a subscription box service, they can integrate recurring revenue into their business model.

How is recurring revenue different from non-recurring revenue?

Non-recurring revenue is the opposite of recurring revenue and refers to revenue that is one-off and unpredictable. It is revenue that is earned from a one-time transaction, such as the sale of an asset.

How does recurring revenue impact a company’s valuation?

Businesses with recurrent revenues are often valued higher than those without because of the predictable and stable nature of this revenue stream. The predictability of future earnings makes the business model less risky to potential buyers and investors.

Is revenue from a long-term contract considered recurring revenue?

Yes, revenue from a long-term contract is considered as recurring revenue as long as payments are predictable and stable over the term of the contract.

Does recurring revenue imply customer loyalty?

It often does, as a steady stream of recurring revenue can be a good indicator that a company has a loyal customer base that continues to purchase its products or services on a regular basis.

How does a company increase its recurring revenue?

Companies can increase their recurring revenue by adding or enhancing revenue streams that provide regular and predictable income, such as subscription services, memberships, or long-term contracts.

Related Finance Terms

  • Subscription Based Model
  • Deferred Revenue
  • Revenue Recognition
  • Customer Retention
  • Monthly Recurring Revenue (MRR)

Sources for More Information

About Due

Due makes it easier to retire on your terms. We give you a realistic view on exactly where you’re at financially so when you retire you know how much money you’ll get each month. Get started today.

Due Fact-Checking Standards and Processes

To ensure we’re putting out the highest content standards, we sought out the help of certified financial experts and accredited individuals to verify our advice. We also rely on them for the most up to date information and data to make sure our in-depth research has the facts right, for today… Not yesterday. Our financial expert review board allows our readers to not only trust the information they are reading but to act on it as well. Most of our authors are CFP (Certified Financial Planners) or CRPC (Chartered Retirement Planning Counselor) certified and all have college degrees. Learn more about annuities, retirement advice and take the correct steps towards financial freedom and knowing exactly where you stand today. Learn everything about our top-notch financial expert reviews below… Learn More