churn raten.
/ˈtʃəːn reɪt/, U.S. /ˈtʃərn ˌreɪt/ Business (originally U.S.).
The percentage of customers who discontinue using a particular service over a specific period of time (frequently a year); esp. the percentage of users of an internet access provider or cable or satellite television service who cancel their subscriptions. Also (occasionally): the percentage rate of turnover or reorganization of employees within a company. Cf. churn n.In early use the implication is that customers leaving are replaced by others; this implication is now often not present.
ΚΠ
1982 Washington Post 6 June g6/5 One of those movie services..has a 70 percent churn rate a year, which means they replace their subscribers 70 percent annually.
1994 Independent on Sunday 13 Nov. (Business section) 1/2 The satellite service has more than 3.5 million subscribers and..the key ‘churn rate’—the proportion of subscribers cancelling each year—is 13 per cent and falling.
1998 Boston Globe (Nexis) 25 Nov. d4 The International Facilities Management Association estimates the average churn rate—or percentage of employees who take part in some type of organizational move—is 44 percent per year for all firms nationwide.
This is a new entry (OED Third Edition, December 2003; most recently modified version published online March 2022).
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n.1982