What is subscription churn? How to measure it and keep more customers

How to work it out

1. Count the subscribers you had at the start of the period.
2. Count how many of them stopped paying during it (ignore new sign-ups).
3. Divide the number who left by the number you started with, and multiply by 100.

Two kinds of churn

Voluntary churn is when a customer chooses to cancel. Involuntary churn is when they leave without meaning to, usually because a card expired or a payment failed. Involuntary churn is often a big share of the total and is the easiest to win back, by retrying failed payments and reminding customers to update their card.

Keeping more subscribers

Remind people of what they get, send a heads-up before renewals, make it easy to pause instead of cancel, and ask leavers why they are going. Small changes in churn add up: at 5% a month you lose close to half your subscribers in a year, while at 2% you keep most of them.

Where SendPay fits

SendPay platforms include subscriptions under your own brand. With a Creator & Membership platform, creators charge their members every month, and you keep a share of every subscription.