03 Retention Index / The Fade Before Exit
Page 14 · Cohort Signal
Insight

Subscriber behavior, twelve-month paid cohort

The quiet week is the churn week.

Weekly reads collapse before cancellation Six weeks before cancellation, members averaged 8.4 reads per week. During cancellation week, they averaged 1.1 reads per week, an 87 percent drop. READ READ READ QUIET QUIET Before / After: average weekly reads around cancellation N = 42,318 accounts Six weeks out 8.4 reads / week Cancellation week 1.1 reads / week −87% attention drop before exit 0 3 5 7 9 reads