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Retention and churn 0:55
A 55-second explainer of Retention and churn, narrated over the same demo you can try yourself.
Try the interactive Retention and churn demo
What this video covers
Retention is the share of users who keep coming back over time; churn is its near-mirror - the share who leave. They're exact opposites only when measured on the same cohort, interval and definitions; otherwise they can drift apart. Together they show whether a product delivers lasting value or just a first impression, and small, steady churn compounds into a large loss - pouring new users into a leaky bucket never fills it.
Nudge the weekly retention down a few points and watch the curve fall off a cliff - a "small" churn rate empties the cohort shockingly fast, because the loss compounds week on week. That's the leaky bucket: no amount of new sign-ups pouring in the top fixes a hole in the bottom. Retention is where the real growth lives.
