How it works
Churn = starting-base cancellations ÷ starting base × 100. Retention = 100% − churn.
Retention and conversion
Subscriber churn calculator
Measure cancellations from the eligible starting subscriber base and the share of that base retained during the period.
- Period churn
- 5%
- Base retention
- 95%
- Remaining original subscribers
- 950
Exclude new subscribers from both the denominator and cancellations. Use a defined period and a consistent active status rule.
Worked example
50 cancellations from a starting base of 1,000 give 5% churn and 95% retention.
Assumptions and limits
Exclude new subscribers from both the denominator and cancellations. Use a defined period and a consistent active status rule.
Frequently asked questions
How do I use the subscriber churn calculator?
Measure cancellations from the eligible starting subscriber base and the share of that base retained during the period.
Can I use the ending base to calculate churn?
That changes the metric. For starting-base churn, keep the denominator fixed at the beginning of the period.
Do I need an account and are my inputs uploaded?
No account is required. Calculations run in your browser. Entered numbers and text are not included in tool analytics events; only the tool ID, language, and action are recorded.
Want to go past the numbers and see the real market?
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