What is the Active Subscribers Metric?
The Active Subscribers metric represents the number of unique subscribers who have an active content entitlement (either paid or free) within a specified period. This is one of your most important metrics as a subscription service, and is a proxy for the size of your business.
You can find it in the Cleeng Dashboard under Analytics.
How is it Calculated?
The formula can be expressed as:
Active Subscribers = Count of unique subscribers with an active entitlement (paid or free) during the specified period
How to Use the Active Subscribers Metric in a Subscription Business
The Active Subscribers metric is a key indicator of audience engagement and business growth. You can use it to:
- Monitor Subscriber Growth: Track changes in active subscriptions over time to assess business expansion or contraction.
- Analyze Retention Trends: Compare active subscriber numbers across different periods to measure retention effectiveness.
- Evaluate Subscription Offers: Assess the impact of pricing models, promotional campaigns, or content offerings on subscriber activity.
- Segment Subscriber Behavior: Identify patterns in audience interest, such as seasonal trends or changes after major updates.
FAQs
What happens when a subscriber has multiple subscriptions and churns from one?
If a subscriber has multiple subscriptions and has churned from one while still maintaining active entitlements on other(s), they will still be counted as an active subscriber.
Are subscribers in a grace period counted as active?
Yes, subscribers in a grace period are still considered active.
Are pass owners included in the Active Subscribers calculation?
No, pass owners are excluded from this calculation and any other subscriber-related calculations.