Cohorts
Retention by signup month. A customer counts as retained in a month if any subscription of theirs was running during it.
Loading the figures.
Retention by signup month. A customer counts as retained in a month if any subscription of theirs was running during it.
Loading the figures.
Retention by signup month, to 2026-07-31. A customer counts as retained in month k if any subscription of theirs was running during that month — which is a question about their subscriptions, not about a single “churned” flag, because somebody who left and came back is retained in the months they were paying and absent in the months they were not.
Of the customers who signed up in Feb 2023, 81% were still paying six months later and 79% after a year. Across every cohort old enough to have one, month-six retention runs between 70% and 93%, and the difference is mostly acquisition channel: cohorts weighted towards paid search churn roughly three times as fast as those weighted towards referrals.
Each row is the customers who signed up in one month; each column is how many of them were still paying that many months later. Month 0 is always 100% by construction. A cell can be higher than the one to its left — that is a reactivation, somebody who cancelled and came back, and a grid that could not show it would be a grid blind to the movement a subscription business most wants to find.
50%100%of a cohort still paying
42 cohorts. Cells left blank are months that have not happened yet for that cohort; rendering them as 0% is the single most common way a retention grid misleads.
| Apr 2026 | 167 | 100% | 100% | 96% | 95% |
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| Mar 2026 | 161 | 100% | 100% | 94% | 89% | 86% |
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| Feb 2026 | 174 | 100% | 100% | 97% | 94% | 93% | 90% |
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| Jan 2026 | 183 | 100% | 100% | 92% | 88% | 86% | 83% | 80% |
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| Dec 2025 | 89 | 100% | 100% | 92% | 88% | 87% | 81% | 78% | 76% |
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| Nov 2025 | 143 | 100% | 100% | 97% | 95% | 87% | 87% | 84% | 83% | 83% |
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| Oct 2025 | 145 | 100% | 100% | 98% | 95% | 93% | 91% | 87% | 85% | 80% | 79% |
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| Sept 2025 | 149 | 100% | 100% | 99% | 93% | 86% | 85% | 83% | 79% | 78% | 77% | 74% |
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| Aug 2025 | 104 | 100% | 100% | 96% | 91% | 88% | 86% | 86% | 85% | 83% | 80% | 78% | 76% |
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| Jul 2025 | 98 | 100% | 100% | 96% | 92% | 88% | 86% | 84% | 84% | 83% | 83% | 81% | 81% | 80% |
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| Jun 2025 | 104 | 100% | 100% | 96% | 92% | 88% | 85% | 83% | 81% | 80% | 80% | 78% | 77% | 77% | 73% |
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| May 2025 | 95 | 100% | 100% | 97% | 92% | 85% | 82% | 79% | 75% | 73% | 73% | 72% | 72% | 72% | 71% | 71% |
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| Apr 2025 | 111 | 100% | 100% | 97% | 95% | 88% | 86% | 84% | 82% | 81% | 80% | 80% | 79% | 79% | 77% | 77% | 76% |
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| Mar 2025 | 124 | 100% | 100% | 94% | 90% | 88% | 85% | 81% | 81% | 79% | 78% | 79% | 78% | 77% | 77% | 77% | 75% | 74% |
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| Feb 2025 | 121 | 100% | 100% | 89% | 83% | 79% | 79% | 76% | 75% | 70% | 70% | 69% | 68% | 66% | 61% | 60% | 60% | 60% | 59% |
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| Jan 2025 | 119 | 100% | 100% | 97% | 94% | 88% | 83% | 82% | 80% | 76% | 76% | 76% | 71% | 71% | 68% | 68% | 68% | 68% | 67% | 66% |
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| Dec 2024 | 61 | 100% | 100% | 85% | 79% | 75% | 74% | 72% | 72% | 69% | 69% | 67% | 67% | 67% | 62% | 62% | 62% | 64% | 64% | 64% | 62% |
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| Nov 2024 | 100 | 100% | 100% | 97% | 93% | 89% | 86% | 84% | 84% | 83% | 82% | 79% | 78% | 75% | 69% | 67% | 65% | 64% | 63% | 62% | 62% | 63% |
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| Oct 2024 | 125 | 100% | 100% | 95% | 92% | 87% | 84% | 83% | 79% | 79% | 78% | 77% | 76% | 74% | 71% | 70% | 71% | 70% | 70% | 70% | 69% | 68% | 67% |
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| Sept 2024 | 123 | 100% | 100% | 95% | 90% | 84% | 80% | 77% | 76% | 72% | 70% | 67% | 66% | 66% | 66% | 65% | 63% | 63% | 63% | 63% | 62% | 60% | 59% | 59% |
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| Aug 2024 | 57 | 100% | 100% | 98% | 93% | 84% | 81% | 81% | 79% | 77% | 77% | 74% | 74% | 72% | 68% | 67% | 67% | 67% | 67% | 67% | 67% | 67% | 67% | 65% | 65% |
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| Jul 2024 | 58 | 100% | 100% | 93% | 90% | 88% | 88% | 88% | 86% | 83% | 81% | 79% | 78% | 76% | 76% | 76% | 74% | 74% | 72% | 72% | 72% | 72% | 71% | 71% | 71% |
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| Jun 2024 | 69 | 100% | 100% | 96% | 93% | 91% | 90% | 87% | 84% | 80% | 72% | 72% | 75% | 72% | 71% | 70% | 70% | 65% | 65% | 65% | 67% | 67% | 67% | 67% | 67% |
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| May 2024 | 72 | 100% | 100% | 94% | 90% | 89% | 88% | 86% | 85% | 83% | 82% | 79% | 78% | 76% | 74% | 72% | 72% | 74% | 68% | 69% | 69% | 68% | 68% | 68% | 68% |
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| Apr 2024 | 77 | 100% | 100% | 100% | 92% | 88% | 86% | 83% | 83% | 82% | 78% | 77% | 73% | 71% | 70% | 70% | 70% | 69% | 68% | 68% | 68% | 68% | 68% | 68% | 68% |
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| Mar 2024 | 84 | 100% | 100% | 94% | 88% | 85% | 82% | 80% | 79% | 79% | 79% | 77% | 76% | 76% | 74% | 70% | 70% | 67% | 67% | 67% | 65% | 65% | 65% | 65% | 65% |
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| Feb 2024 | 69 | 100% | 100% | 99% | 94% | 87% | 87% | 86% | 84% | 84% | 83% | 77% | 72% | 71% | 71% | 71% | 71% | 71% | 71% | 71% | 70% | 70% | 70% | 70% | 70% |
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| Jan 2024 | 82 | 100% | 100% | 98% | 95% | 91% | 89% | 87% | 85% | 83% | 82% | 79% | 79% | 77% | 77% | 77% | 78% | 77% | 77% | 76% | 76% | 76% | 72% | 71% | 72% |
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| Dec 2023 | 43 | 100% | 100% | 100% | 93% | 91% | 88% | 84% | 81% | 79% | 72% | 70% | 67% | 65% | 67% | 67% | 67% | 65% | 63% | 63% | 63% | 63% | 63% | 63% | 63% |
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| Nov 2023 | 71 | 100% | 100% | 96% | 89% | 83% | 79% | 77% | 76% | 75% | 75% | 73% | 70% | 70% | 70% | 72% | 72% | 70% | 70% | 70% | 70% | 66% | 66% | 65% | 63% |
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| Oct 2023 | 62 | 100% | 100% | 95% | 92% | 90% | 87% | 87% | 85% | 85% | 84% | 84% | 85% | 82% | 79% | 79% | 79% | 77% | 77% | 77% | 77% | 77% | 77% | 76% | 76% |
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| Sept 2023 | 73 | 100% | 100% | 88% | 86% | 86% | 85% | 82% | 81% | 78% | 77% | 74% | 73% | 71% | 71% | 70% | 67% | 66% | 64% | 66% | 63% | 63% | 63% | 64% | 63% |
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| Aug 2023 | 37 | 100% | 100% | 97% | 97% | 92% | 89% | 86% | 86% | 86% | 81% | 78% | 76% | 76% | 76% | 76% | 76% | 76% | 76% | 76% | 76% | 70% | 70% | 70% | 70% |
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| Jul 2023 | 34 | 100% | 100% | 97% | 91% | 88% | 88% | 91% | 88% | 85% | 85% | 82% | 79% | 79% | 74% | 74% | 74% | 71% | 71% | 68% | 68% | 65% | 65% | 65% | 65% |
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| Jun 2023 | 40 | 100% | 100% | 95% | 88% | 85% | 80% | 80% | 80% | 75% | 75% | 75% | 73% | 73% | 68% | 68% | 68% | 60% | 57% | 57% | 57% | 50% | 50% | 50% | 50% |
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| May 2023 | 44 | 100% | 100% | 98% | 93% | 89% | 86% | 82% | 80% | 77% | 75% | 75% | 75% | 75% | 75% | 73% | 70% | 66% | 66% | 66% | 66% | 66% | 66% | 66% | 64% |
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| Apr 2023 | 41 | 100% | 100% | 100% | 95% | 95% | 93% | 93% | 93% | 93% | 93% | 93% | 93% | 90% | 90% | 88% | 88% | 88% | 88% | 88% | 88% | 88% | 88% | 85% | 83% |
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| Mar 2023 | 44 | 100% | 100% | 89% | 89% | 80% | 80% | 70% | 68% | 68% | 66% | 66% | 66% | 66% | 66% | 66% | 66% | 64% | 64% | 61% | 61% | 61% | 61% | 61% | 61% |
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| Feb 2023 | 43 | 100% | 100% | 93% | 93% | 81% | 79% | 81% | 81% | 81% | 81% | 79% | 79% | 79% | 81% | 81% | 81% | 81% | 81% | 81% | 79% | 79% | 79% | 77% | 77% |
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