Subscription Cancellation Trends

Requirements Clarification & Assessment

1. Objective Understanding:

   • Analyze cancellation patterns for monthly and annual subscription plans.
   • Identify factors contributing to churn.
   • Provide insights into subscription performance.

2. Clarifying Questions:

   • Are we focusing on all users or specific segments (e.g., geographic regions, demographics)?
   • Is there a specific time frame for analysis (e.g., past year, past quarter)?
   • Are there any recent changes in pricing or content that could affect churn rates?
   • Do we have data on promotions or discounts offered to subscribers?

3. Data Requirements:

   • User Data: user_id, subscription_type, date_joined, date_left, location.
   • Activity Data: user_id, shows_watched, hours_spent, content_type.
   • Revenue Data: user_id, subscription_fee, discounts_applied.
   • Content Data: show_id, genre, release_date, popularity.
   • External Factors: competitor_data, economic_conditions, seasonal_events.

4. Key Metrics:

   • Churn Rate: Percentage of users who cancel their subscription over a specific period.
   • Retention Rate: Percentage of users who continue their subscription.
   • Customer Lifetime Value (CLV): Average revenue generated per user.
   • Monthly/Annual Revenue Trends: Revenue changes over time.

5. Analytical Models:

   • Predictive models to forecast churn likelihood.
   • Clustering models to segment users based on behavior and demographics.