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Churn Rate Definition

Marketing Definitions

15 Oct 2019 • 1 min read • Austin Shong

Churn Rate Definition

What is Churn Rate?

Churn rate definition: churn rate refers to the percentage of people who subscribe and leave a subscription service during a specific time period.

Churn rate time periods are most often measured in the following increments:

  • Monthly
  • Quarterly
  • Bi-annually
  • Annually

The churn rate percentage is then calculated by taking the number of customers lost in the last time period and dividing it by the number of customers gained.

An equation that looks like this:

[Lost] / [Gained] x 100 = [Churn Rate %]

Let’s look at a hypothetical example.

Wanderlust TV is a subscription video on demand company.

Last quarter they:

  • Gained 1000 customers
  • Lost 250 customers
  • 250 / 1000 x 100 = 25%

Wanderlust has a churn rate of 25%. 

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