Section 3.2 — Attentional Decay
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Cohort retention, weeks 1–8
Subscribers do not churn; they fall silent.
Weekly cohort activity versus subscription status
Reading activity falls from 74.2 percent in week one to 18.4 percent in week eight while paid status remains above 91 percent.
Fig. 3. Weekly activity among retained subscribers
100%
75%
50%
25%
0%
W1
W2
W3
W4
W5
W6
W7
W8
activity has halved
by week 4
reading activity
paid status