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Customer Churn Report One-Pager

Show who left, why, and what will keep the rest. Subscription businesses use it every half.

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What’s on It

  • Waterfall chartHow the Base Moved in Six Months
  • Change between two pointsStill Subscribed Six Months In
  • Breakdown of a totalWhy the 318,000 Said They Left
  • RecommendationsThree Moves That Stop the Bleed

Sample One-Pager. Company and figures are made up.

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Subscriber Churn Review
Harborlight Media · First half · 1.165M subscribers, down 75k on the half
How the Base Moved in Six Months
1,240 kOpening base+286 kNew sign-ups+54 kWin-backs−318 kCanceled−97 kCard failed1,165 kTotal
Still Subscribed Six Months In
Month 1Month 6Annual 9689Monthly 7462Promo cohort 5233Trial 3014
Why the 318,000 Said They Left
Too expensive38%
Not watching enough27%
Nothing new to watch19%
Billing problems16%
Three Moves That Stop the Bleed
High priorityRetry a failed card for seven days, not one
97,000 people left without deciding to. Card retries recover about 40% of them at four cents a retry.
Recovers: 39k subscribersCost: $120kOwner: Billing
High priorityPut the annual price in front of monthly buyers at checkout
Annual holds 89% of its cohort at six months. Monthly holds 62%. Same content, 27 points of difference.
Live by: Q3Owner: Growth
Medium priorityFreeze the price for anyone past 24 months
Price is the reason 38% of leavers give, and long-tenure subscribers are the cheapest to keep.
Cost: $1.4M / yrOwner: Pricing
A failed card is 23% of everyone we lost this half, and not one of those people meant to go.

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