Cohort Retention Table
12-month view — April 2025 through March 2026 — % of subscribers retained each month
| Cohort | Size | M0 | M1 | M2 | M3 | M4 | M5 | M6 | M7 | M8 | M9 | M10 | M11 |
|---|
The steepest churn happens between M0 and M1 — roughly 26 percentage points lost. This is the transition from first charge to second. If you can move the needle here, it compounds across every cohort.
Jan 2026 is outperforming at M1 (67.1%) and M2 (51.5%) — notably better than average. Worth investigating what changed (new onboarding flow, product mix, creative).
Nov 2025 was the largest cohort at 21,259 new subs (likely Black Friday/holiday push). Retention tracks average — the volume didn't come at the expense of quality.
By M6, retention stabilizes around 25% and declines more slowly. These are your core loyalists. The Apr '25 cohort still has 15.3% retained at M11 — roughly 2,186 subscribers still active after a year.