Why subscriber churn isn’t always bad

Subscription publishers often attempt to drive churn as low as possible, but taking a more nuanced view of subscriber turnover can ultimately help build more robust long-term businesses. For healthy and growing subscription businesses, some level of subscriber churn should be expected and welcomed. Many publishers would be better served by trying to identify their churn “sweet spots” rather than optimizing to zero. All publishers fear high subscriber churn: Losing subscribers means fewer renewal payments and diminished revenue, and ongoing churn raises fundamental questions about a subscription product’s long-term viability. Many publishers are engaged in a constant battle to whittle down subscriber churn as a result, perpetually searching for new tactics and tricks