Definition
Customer churn is the rate at which paying customers cancel their subscriptions, memberships, or recurring purchases from a creator's business. It is a critical metric for creators running subscription-based revenue streams such as Patreon memberships, online course platforms, or SaaS products. Customer churn is typically expressed as a monthly or annual percentage. Reducing churn requires proactive customer success strategies, regular value delivery, and addressing the root causes of cancellation — often identified through exit surveys.