When using Cleeng Core and Cleeng Merchant separately or in unison, the 'Subscribers Overview' tab provides you with key insights into the acquisition, retention and churn of your subscriber base. These insights can help you zone in on particular periods and identify tends inline with your business activities. Within this section you can also find more granular insights into 'why' your customers churned providing you with actionable information to try and bring your customers back.
- The 'New' Subscribers refer to the new acquisitions within that given period
- The 'Existing' Subscribers as the name suggests are those who have continued with you since the previous period
- 'Active End of Period' refers to New + Existing subscribers
The following three sections relate to churn meaning those customers who have left your service:
- 'Churned by Customer' - refers to the customer who have simply cancelled their subscription
- 'Churned by payment' - refers to the customers who payments could not be captured, generally due to an expired credit card or insufficient funds
- 'Churned by broadcaster' - refers to any customers that you as the broadcasters/content owner may have cancelled for any reason.
Active Subscriber Evolution provides you with a YoY benchmark indicated your subscriber base is growing.
Top Subscription Offer provides you with your top subscriptions by sales %
Monthly Recurring Revenue provides you with a YoY benchmark indicated your revenue level
As mentioned at the start, understanding you Subscriber Chrun rate is paramount for your OTT business. Knowing why your viewers are leaving allows you to react quickly and pivot to recorrect the trend. You can also use Cleeng's powerful couponing solution to develop promotional campaigns to attract your customers back to your platform. The below graphs show you a monthly churn rate coupled in with the reasons.
The difference between 'Transactions and Subscribers'
Here's a quick overview to show you why these numbers are not necessarily the same:
Reporting → Business Overview → Number of transactions within the period
Reporting → Subscriber Overview → Number of subscribers within the period
To explain the difference:
• Some subscribers with annual subscriptions, only have ONE transaction within 12 months. Which means they won't appear in the transaction funnel from the last 11 months but will appear in the subscriptions.
• Some subscribers with monthly subscriptions that renewed/signed up their subscriptions exactly one month before today, E.g. if you have 10 subscribers renewed/signed up on the 2nd Dec 2017, as of today, they are still active subscribers but no transactions were made in Jan 2018, their renewals will happen in the next 24 hours.
• The date today is December 31, 2017. There are 10 subscribers who renewed/signed up their subscription today - these subscribers are now considered active hence they will be counted as # of Transactions.
• After 24 hours, January 1, 2018 - these subscribers will now be counted as # of Existing Subscribers.
In conclusion, always keep in mind that Subscribers and Transactions are two different things:
- Transaction is the proceed payment within the period you select.
- Subscriber is the total subscribers within the period you select, their transactions may have been done in the previous period but still active.
- For any further questions, please contact the Cleeng Customer Success Team