Subscriber Movements visualizes positive and negative fluctuations in paying subscribers over time. Movements for each period are displayed as vertically stacked, color-coded bands representing new, reactivated and churned subscribers.

Chart Notes

• Each vertically stacked band represents a specific subscriber movement type. New Subscribers are dark blue, Reactivated Subscribers are light blue, and Churned Subscribers are pink.
• The Subscribed & Churned category includes customers who start their first and cancel their last paid subscription within a given report interval.

Calculation

ChartMogul counts the number of subscribers who start, reactivate or cancel their paid subscriptions in the period. Customers with multiple subscriptions are only counted once.

Isolating movements

Click the eye   icon in the Chart Data table to configure the individual subscriber movements visible in the chart.

Click the Save this chart   button to create a saved version of the modified chart.

Chart Data

The Chart Data for Subscriber Movements works differently than other charts. It provides the following breakdown:

• New Subscribers — The number of subscribers who start their first paid subscription in the report interval.
• Reactivated Subscribers — The number of subscribers who renew their paid subscription in the report interval.
• Churned Subscribers — The number of subscribers who cancel their last paid subscription in the report interval.
• Subscribed & Churned — The number of customers who start their first and cancel their last paid subscription within the report interval.
• Net Subscriber Movement — The net gain or loss of paying subscribers in the report interval.
• Change — The percentage change in paying subscribers compared to the previous report interval.
• Total Subscribers — The total number of paying subscribers in the report interval.

Next Steps

• Use segmentation to visualize fluctuations in paying subscribers by region, plan or custom attribute such as industry or marketing channel.