churn rate

American  

[churn reyt] / ˈtʃɜrn ˌreɪt /

noun

1. the percentage of customers, especially subscribers, that cease using a product or service in a given period of time.

   The streaming service lowered its churn rate to 3% by making its content indispensable to its key demographics.

2. the percentage of employees that leave a company in a given period of time, or the rate at which any group loses members.

   The churn rate in this congregation is huge, regardless of who the pastor is.

---

Etymology

Origin of churn rate

An Americanism dating back to 1980–85

Example Sentences

That said, analysts say the increase is unlikely to lose Netflix many subscribers, given that its churn rate — the measure by which subscribers cancel their subscriptions — has always been far lower than most of its competitors, averaging around 2% monthly compared with 6% to 8% for many other services, according to data firm Antenna.

From MarketWatch

Antenna says Paramount+ recorded a churn rate of 7.4% in January, while HBO Max saw a churn rate of 6.1%.

From MarketWatch

By contrast, Netflix had a churn rate of just 1%.

From MarketWatch

Postpaid churn rate, a measure of attrition, was 1.3%.

From Barron's

T-Mobile added a record 2.3 million post paid net customers over the quarter, which are subscribers who pay at the end of the billing cycle rather than upfront, with a churn rate of 0.89%.

From Barron's