Churn wars

The pivot to paid is, in most ways, a positive development in the search for sustainable media models. That’s not to say ad-dependent media is dead, not by a long shot. But too often in the excitement around subs the attention goes to acquisition vs retention. And the latter is where the true health of a subscriptions business is gauged.

Your product isn’t for everyone, and that’s OK. More importantly, low churn for the sake of low churn is counterproductive - in reality, there’s a sweet spot of acceptable turnover to aim for. Extremely low churn can indicate you’re not stopping enough of your audience, failing to convert them at an optimal rate, or that it’s time to raise pricing,... See more