Readers don't churn —
they drift toward the horizon.
Finding No. 04
Retention · 12-mo cohort
12-month retained readers
62.4%
+8.7 pts vs 2023
The steepest losses happen between month two and month four — long before any cancellation event reaches the dashboard.
Monthly active rate, cohort started Jan 2024
This year
Prior cohort
FebAprJunAugOctDec