52% of cancellations happen after just 1 billing cycle — the biggest retention opportunity. Older cohorts (2023) have settled at 10-22% long-term retention. Recent cohorts (Q4 2025+) show higher retention but are still maturing. Cohorts from mid-2025 onward are retaining at 50%+ so far, likely reflecting both recency and improved subscriber experience.

The $30–$49 tier has the most subscribers (1,271) but the $50–$74 tier contributes nearly equal MRR ($51.5K vs $51.7K). Higher tiers ($100+) represent only 16% of subscribers but contribute 30% of MRR ($61.9K). The $13 gap between mean ($65.93) and median ($52.00) suggests a meaningful long tail of high-value subscriptions.

The first billing cycle is by far the highest-risk period — 948 of 1,832 cancellations (52%) happen after just one cycle. After that, cycle 2 sees 539 cancels, and it drops sharply from there. By time, 27% cancel within 30 days, while 22% stay 180+ days before cancelling. Monthly churn rate has been trending down from early highs as the subscriber base matures and grows.

Early subscription growth (2023-2024) was heavily driven by repeat/existing customers converting — some months had 70%+ repeat. Starting mid-2025, the mix has shifted toward new customer acquisition, especially in the recent hockey-stick months (Dec 2025: 63% new, Jan 2026: 54% new, Feb 2026: 55% new). This suggests the subscription program is now a meaningful customer acquisition channel, not just a retention tool.

Product-level variant data is mostly "Default Title" (97%+ of records), so detailed product breakdowns are not available. The charts below show subscription value tier distributions as a proxy for product mix segmentation.