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Sensor Tower · Abraham Yousef · April 2023
Consumer Intelligence Spotlight: Churn Analysis
Sensor Tower's Churn Analysis measures the percentage of total users from the prior month that are not users in the current month, providing insight into user retention for streaming video services, retail and e-commerce apps, and gaming. The analysis breaks down active users into three categories: new users, retained users, and resurrected users, providing a better understanding of user growth and app loyalty.
Key Takeaways:
Sensor Tower measures churn as the percentage of total users from the prior month that are not users in the current month. Changes in churn rate can shine light on how many users leave a streaming video service after the conclusion of a hit show, the impact of sales and promotions on retail and e-commerce app users, and how live-ops and other gameplay modes keep gamers coming back for more
In addition to providing subscribers with a first-of-its-kind look at month-to-month churn rates, ST’s Churn Analysis also breaks up an app’s active users into three distinct baskets:
New Users: first-time installs within the past month
Retained Users: users that qualified as a monthly active user in the prior month
Resurrected Users: users that did not qualify as a monthly active user in the prior month, but who have previously installed the app and were a former monthly active user
Using these breakouts in conjunction with Sensor Tower Usage Intelligence’s active user estimates provides a heightened understanding of the drivers behind user growth and app loyalty
For more information, request the full report from reports@sensortower.com.
