Churn Rate Definition

churn rate definition

What is Churn Rate?

Churn rate definition: churn rate refers to the percentage of people who subscribe and leave a subscription service during a specific time period.

Churn rate time periods are most often measured in the following increments:

  • Monthly
  • Quarterly
  • Bi-annually
  • Annually

The churn rate percentage is then calculated by taking the number of customers lost in the last time period and dividing it by the number of customers gained.

An equation that looks like this:

[Lost] / [Gained] x 100 = [Churn Rate %]

Let’s look at a hypothetical example.

Wanderlust TV is a subscription video on demand company.

Last quarter they:

  • Gained 1000 customers
  • Lost 250 customers
  • 250 / 1000 x 100 = 25%

Wanderlust has a churn rate of 25%. 


Popularity of the term Churn Rate


Concept related to Churn Rate


Additional resources about Churn Rate


Loomly is the ultimate Brand Success platform that helps your marketing team manage, nurture and amplify your communication on social media. Start your 15-day free trial now.