Churn rate

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What is churn rate

Churn rate is the percentage of subscribers who stop subscribing during a period, usually a month. It’s the opposite of retention: a 5% monthly churn rate means 95% of subscribers stay each month.

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How to calculate churn rate

Churn rate = subscribers lost in the period ÷ subscribers at the start of the period For example, if you start the month with 1,000 subscribers and 50 cancel, your monthly churn rate is 5%. Don’t count new subscribers from the same month in either number.

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Voluntary and involuntary churn

• Voluntary churn: subscribers cancel themselves. Reduce it with a cancellation flow, skips, pauses and product swaps.
• Involuntary churn: payments fail and aren’t recovered. Reduce it with dunning.

Most subscription churn happens in the first few orders, so look at churn by subscriber age, not only in total.

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Churn in Juo

See Analytics for cohort retention and the retention guides.