How long members stay
Of every member who starts paying, 89.0% are still paying a month later and 70.6% after a year. A monthly churn rate of 4.35% sounds small; compounded, it replaces about 41% of the subscriber base every year.
Revenue retention, trailing twelve months
View SQL ↗Revenue this month from the members who were paying twelve months earlier, divided by what they paid then. This is the standard definition, and not the one-month ratio that is often mislabelled as NRR: a monthly figure of 99% compounds to about 89% over a year.
Show data table
| Month | NRR (T12M) | GRR (T12M) | NRR (1-month) | GRR (1-month) |
|---|---|---|---|---|
| Jan 2016 | 76.5% | 74.3% | 94.2% | 94.1% |
| Feb 2016 | 74.3% | 72.2% | 93.8% | 93.7% |
| Mar 2016 | 72.7% | 71.0% | 92.6% | 92.5% |
| Apr 2016 | 76.1% | 70.6% | 95.8% | 95.2% |
| May 2016 | 72.2% | 69.7% | 94.8% | 94.5% |
| Jun 2016 | 72.7% | 71.0% | 95.9% | 95.7% |
| Jul 2016 | 71.9% | 70.2% | 94.7% | 94.5% |
| Aug 2016 | 73.7% | 72.1% | 96.0% | 95.9% |
| Sep 2016 | 74.5% | 72.6% | 96.0% | 95.8% |
| Oct 2016 | 74.5% | 73.0% | 95.8% | 95.5% |
| Nov 2016 | 75.4% | 73.8% | 96.3% | 96.1% |
| Dec 2016 | 75.3% | 73.7% | 94.7% | 94.5% |
| Jan 2017 | 76.2% | 74.5% | 95.4% | 95.1% |
| Feb 2017 | 77.7% | 76.0% | 95.7% | 95.4% |
Monthly subscriber churn rate
View SQL ↗Members paying at the start of the month who were not paying at the end, as a share of those paying at the start. New members are not in the denominator.
Show data table
| Month | Paying at start | Churned | Churn rate |
|---|---|---|---|
| Jan 2016 | 893,560 | 47,826 | 5.35% |
| Feb 2016 | 941,808 | 52,762 | 5.60% |
| Mar 2016 | 980,100 | 68,742 | 7.01% |
| Apr 2016 | 973,863 | 41,668 | 4.28% |
| May 2016 | 986,704 | 49,423 | 5.01% |
| Jun 2016 | 989,938 | 37,011 | 3.74% |
| Jul 2016 | 1,011,429 | 48,314 | 4.78% |
| Aug 2016 | 1,040,749 | 36,957 | 3.55% |
| Sep 2016 | 1,085,717 | 38,247 | 3.52% |
| Oct 2016 | 1,101,059 | 41,486 | 3.77% |
| Nov 2016 | 1,107,405 | 35,963 | 3.25% |
| Dec 2016 | 1,127,096 | 57,789 | 5.13% |
| Jan 2017 | 1,131,387 | 48,488 | 4.29% |
| Feb 2017 | 1,156,242 | 44,657 | 3.86% |
Cohort retention
View SQL ↗Each row is the group of members whose first paid month was that month; each cell is the share still paying n months later. Only fully observed cells are shown, so the triangle shape is the data running out, not members leaving.
Show data table
| Cohort | Size | M1 | M3 | M6 | M12 |
|---|---|---|---|---|---|
| Mar 2015 | 112,744 | 94.9% | 89.4% | 85.2% | 77.2% |
| Apr 2015 | 41,592 | 85.4% | 77.5% | 65.0% | 57.0% |
| May 2015 | 37,171 | 82.3% | 75.7% | 68.4% | 59.8% |
| Jun 2015 | 34,872 | 85.7% | 77.1% | 66.5% | 60.7% |
| Jul 2015 | 50,429 | 90.8% | 78.5% | 79.1% | 73.5% |
| Aug 2015 | 56,373 | 87.8% | 81.4% | 77.0% | 71.2% |
| Sep 2015 | 51,850 | 88.5% | 82.5% | 77.1% | 72.7% |
| Oct 2015 | 61,828 | 90.6% | 84.3% | 80.4% | 75.6% |
| Nov 2015 | 61,073 | 89.4% | 84.7% | 79.3% | 74.7% |
| Dec 2015 | 55,806 | 88.4% | 76.9% | 76.1% | 69.9% |
| Jan 2016 | 78,947 | 91.6% | 77.5% | 79.8% | 69.0% |
| Feb 2016 | 61,892 | 88.9% | 81.3% | 79.7% | 69.1% |
| Mar 2016 | 48,599 | 89.4% | 76.8% | 77.0% | – |
| Apr 2016 | 29,478 | 85.5% | 75.4% | 72.4% | – |
| May 2016 | 34,806 | 88.3% | 81.4% | 76.3% | – |
| Jun 2016 | 39,058 | 86.8% | 82.5% | 76.5% | – |
| Jul 2016 | 48,171 | 90.5% | 85.1% | 80.2% | – |
| Aug 2016 | 44,699 | 89.5% | 82.8% | 77.7% | – |
| Sep 2016 | 33,207 | 86.4% | 77.9% | – | – |
| Oct 2016 | 33,133 | 88.8% | 82.1% | – | – |
| Nov 2016 | 35,899 | 88.1% | 84.0% | – | – |
| Dec 2016 | 42,656 | 84.4% | – | – | – |
| Jan 2017 | 36,961 | 87.5% | – | – | – |
| Feb 2017 | 37,413 | – | – | – | – |