Subscription Analytics

Cohort Retention Table

12-month view — April 2025 through March 2026 — % of subscribers retained each month

Total New Subs

192,881

Last 12 months

Avg M0 Retention

88.9%

After first charge

Avg M3 Retention

39.1%

3 months in

M11 Retention

15.3%

Apr '25 cohort

Cohort	Size	M0	M1	M2	M3	M4	M5	M6	M7	M8	M9	M10	M11

Biggest Drop-Off

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.

Strongest Early 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).

Holiday Cohort

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.

Long-Term Retention

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.