Churn Rate: What Is It?
The amount of people or units departing a group during a predetermined time period is measured
by the churn rate, which is also known as the attrition rate. The phrase is used widely, notably in
business, human resources, and information technology.
The percentage of contractual (or subscribed) customers that cancel their agreements with a
company within a specified duration is known as the churn rate. The phrase is mainly connected
to businesses that operate on a subscription basis in this context.
The Value of Churn Rate Measurement
One of the most important indicators for businesses with subscription-based business
models is the churn rate. For instance, a high churn rate or one that keeps rising over time can be
harmful to a company’s profitability and restrict its ability to grow. The success of the business
depends on being able to forecast the turnover rate. Predictive analytics, which enables building
models that forecast churn rates, is used by many businesses.
Companies use a range of techniques and tactics to lower the turnover rate. In general, the
strategies emphasize enhancing customer happiness and retention through proactive customer
communication, ongoing customer input on the business’ performance, and improvements to the
How to Determine the Churn Rate (Step-By-Step)
The percentage of beginning-of-period customers who were still with the company at the end of
the period is referred to as the “churn rate,” sometimes known as the “attrition rate.”
The question “How many of our total existing clients did we lose towards the conclusion of the
period?” has a response of “How many.”
Recurring income and subscription-based pricing structures are important to many contemporary
Every industry, whether directly or indirectly, is impacted by the software-as-a-service (SaaS)
paradigm, in which businesses offer cloud-based services on a subscription basis.
The SaaS model differs from the conventional business model in that service is delivered over
an extended period of time and clients make payments on a periodic basis, such as a monthly
The procedure of calculating customer turnover involves four steps:
Step 1: Choose a time metric (such as monthly, weekly, quarterly, or annual).
Step 2: Determine the total number of customers at the start of the period (BOP)
Step 3: Count the number of customers who left during the period (EOP)
Step 4: Divide the number of customers who left the period by the total number of customers
Growth Rate vs. Churn Rate
A corporation can calculate its churn rate and growth rate to assess if there was overall growth or
loss in a given time period by comparing its new customers to its subscriber losses. The growth
rate tracks new clients, whereas the churn rate tracks lost ones.
The company enjoyed growth if the growth rate is higher than the churn rate. The company lost
customers when the rate of churn was higher than the pace of change.
For instance, if a business gained 100 new subscribers but lost 110 subscribers in a single
quarter, the net loss would be 10. The corporation experienced a loss this quarter rather than
growth. This would represent a positive turnover rate and a negative growth rate.
A corporation must make sure that its growth rate is higher than its churn rate in order to avoid
experiencing diminishing revenues and earnings and maybe having to close the company.
Advantages and Disadvantages of Churn Rate
Clear information about the business quality
Determine whether or not clients are satisfied with the service or product.
To determine an acceptable amount of churn rate, compare with competitors.
Simple to calculate the pattern
lacks clarity regarding the categories of customers quitting, making it impossible to
determine whether an existing or new customer has departed.
does not distinguish between different industry types for companies
How Can Churn Be Reduced?
Churn is reduced by improving the product’s perceived value proposition to current consumers.
Since the value is depending on a number of variables, there are numerous ways to accomplish
Ensure that users utilize the product to its full potential-No matter how much a product can
do, it won’t matter if the end customers aren’t aware of it, can’t use it, and aren’t set up for
success. To maximize the likelihood that users will truly understand how to utilize the product to
its full potential, invest in onboarding, training, tutorials, contextual help, and proactive customer
Choosing the ideal customers to hire-Working with sales and marketing to identify prospects that
fit the ideal buyer personas for the product is important because not all items are appropriate for
everyone. Make sure the messaging is truthful and emphasizes the true capabilities and
advantages of the product.
Value-based pricing-Customers prefer to pay what they believe a product is genuinely worth to
them, regardless of vendor profit margins, growth rates, or revenue targets.
Use pricing tactics for your product that are customer-focused and clearly show users an ROI.
Continue to provide value while keeping the status quo intact. Existing customers don’t mind
new features and might even find them appealing, but this should never come at the expense of
reducing current capabilities or interfering with the user experience.
Don’t take clients for granted-No renewal should be taken for granted, and any customer can
cancel at any time. As a result, you should constantly interact with your customers to learn about
their preferences and how you can make their experience better.
Churn Rate Examples
To demonstrate how effectively they retain clients, many SaaS companies, particularly in the
B2C sector, publish their churn rates. Make use of these illustrations to help you comprehend
your personal turnover rate, what it should resemble for your company, and where some well-
known businesses fall on the spectrum.
2.5% monthly churn rate for Netflix
In the world of online video streaming, Netflix has one of the lowest customer attrition rates.
With a startlingly low monthly churn rate of just 2.5%, more than 97% of consumers decide to
stick with Netflix. Its large selection of shows and well-established brand voice could be
4.3% monthly churn rate for Disney+
Disney created its own service to distribute its shows online and has never participated in other
streaming services. When Disney+ launched in 2019, many flocked to the service, and few have
since left. Therefore, it is not surprising that Disney+ has a low monthly churn rate of 4.3%.
4.8% monthly churn rate for Spotify
Popular music streaming service Spotify is renowned for its vast music catalog and
individualized recommendations. 4.8% is the reported turnover rate.
5.2% monthly churn rate for Hulu
One of the main rivals to Netflix is Hulu. It has a 20% market share in the video streaming sector
and a 5.2% churn rate and is well recognized for its exclusive TV programming.
Peloton: 8% Annual Churn
Peloton has an annual turnover rate of 8%. Being the first in-home cycling fitness subscription,
the company that sells training equipment and fitness subscriptions may benefit from a 92%
retention rate. Its subscriber base has been solidified by its role as the pioneer in its field.
10% Annual Churn Rate for Adobe
Rob Giglio, a former vice president of Adobe’s Digital Media, claims that the company has a
the client retention rate of over 90% and a churn rate of less than 10% annually.
15.6% monthly churn rate for Apple TV+
The monthly churn rate for Apple TV+ is 15.6%. According to some sources, it can reach 20%.
It was dubbed the “most hated” of Apple’s platforms by a tech journalist. Another has suggested
that the company’s catalog is “small” and the content is primarily derivative, which could explain
why its churn rate is higher than that of its rivals.
It could be challenging to define what a good churn rate looks like given all of these examples.
As we draw to a close, I want to suggest a strategy that can lower churn but will likely harm your
brand and reputation over time. And it makes it challenging to terminate your subscriptions.
Avoid doing this. Make the registration and cancellation process simple and transparent.
And keep in mind that a certain amount of churn rate is perfectly normal and acceptable. If
you’re currently performing well compared to the industry benchmarks, don’t worry about the
Let’s hope for lesser churns and greater growth for you!