[petervandijck]

This might help too: for really crap services (say, weightloss or the like), where people sign up and then pretty much never use the service, a typical average churn rate is 3 months. ie. it takes people 3 months on average to unsubscribe from a service they don't use.

[paraschopra]

Are you speaking out of experience or do you have some stats? It seems unlikely that people take at least 3 months to unsubscribe a service they never use.

[petervandijck]

Out of experience with 2 large services. Can't share stats, sorry. It may seem unlikely, but it's true :) I'm talking average, many take up to 6 months. Now you know why there are so many ads for crappy services online :) ps: I didn't say "at least", I said "on average".

[petervandijck]

The math of subscription services generally goes like this: acquiring a paying customer is going to cost you about 15-60$ each (for typical lifestyle services). So lifetime value needs to be more than that. Once you're live, you tweak those numbers, make acquisition more efficient and increase lifetime value.