# Churn

The loss of customers, subscribers, revenue or active users over a stated period.

The loss of customers, subscribers, revenue or active users over a stated period.

## An example

If 10 of 100 opening subscribers cancel during a month, customer churn for that group is 10%.

## Why it matters

Specify whether the measure is customer churn, revenue churn or inactivity; their denominators differ.


## Related terms
- [Active user](https://jolts.xyz/resources/glossary/active-user)
- [Cohort](https://jolts.xyz/resources/glossary/cohort)
- [Lifetime value (LTV)](https://jolts.xyz/resources/glossary/lifetime-value)
- [Retention rate](https://jolts.xyz/resources/glossary/retention-rate)

## Next step

[Explore advertising](https://jolts.xyz/advertisers) or [monetize your AI app](https://jolts.xyz/publishers).