In games, churn is often inferred from inactivity over a threshold (for example, no session in 7 or 14 days). In subscriptions, it is a cancellation or failed renewal. Players rarely leave on the day they stop opening the app; the exit starts earlier, when play turns into upkeep.
Definition
Churn.
Also called: Churn rate
Users (or subscribers) who stop engaging or paying — the complement of retention over a period.
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