Definition

Subscriptions Churn is a cohort chart that shows the percentage of subscriptions that churned during the selected period.

Subscriptions Churn = (Number of subscriptions expired during the period) / (Number of paid subscriptions at the start of the period) × 100%

The number of paid subscriptions at the start of the period means that any new subscriptions that occur during the period are not included.

Churn can also be negative. This may happen if your app allows customers to have more than one subscription at the same time and a user adds a purchase to existing ones, a scenario known as "expansion." Negative churn is a signal that your app has strong value to your customers.