Sample cohort analysis
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SAMPLE COHORT ANALYSIS
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Date of initial subscription
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Mth 1Mth 2Mth 3Mth 4Mth 5Mth 6Mth 7Mth 8Mth 9Mth 10Mth 11Mth 12AverageRetained from previous month
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Still Subs at end of first month98.1%90.3%91.1%89.7%92.4%91.5%90.5%95.3%94.4%94.2%99.1%97.3%93.7%
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Second month54.7%60.8%48.7%49.0%53.4%50.5%56.7%54.6%48.0%52.0%51.7%52.7%56%
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Third month54.8%48.9%43.4%46.8%50.8%53.3%54.4%44.2%46.1%46.0%48.9%93%
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Fourth month48.7%45.9%43.1%43.4%52.5%49.7%40.8%42.8%44.2%45.7%93%
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Fifth month40.7%43.0%40.6%44.9%47.6%37.2%41.2%40.2%41.9%92%
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Sixth month41.2%41.3%44.2%42.8%37.3%38.0%39.4%40.6%97%
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Seventh month40.5%45.7%38.9%33.2%36.5%34.8%38.3%94%
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Eighth month40.0%41.9%29.5%33.8%34.8%36.0%94%
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Ninth month37.3%34.0%30.0%32.8%33.5%93%
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Tenth month35.8%33.0%30.1%32.9%98%
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Eleventh month29.3%30.9%30.1%91%
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Twelfth month29.2%29.2%97%
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Average mth/mth drop after first month94%
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Projected subs after
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13 months27.5%
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1426.0%
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1524.5%
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1623.1%
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1721.8%
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1820.5%
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1919.4%
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2018.3%
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2117.2%
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2216.2%
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2315.3%
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2414.4%
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2513.6%
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2612.8%
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2712.1%
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2811.4%
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2910.8%
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3010.1%
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319.6%
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329.0%
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338.5%
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348.0%
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357.6%
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367.1%
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376.7%
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386.3%
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396.0%
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405.6%
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415.3%
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425.0%
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434.7%
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444.5%
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454.2%
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464.0%
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473.7%
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483.5%
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493.3%
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503.1%
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513.0%
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522.8%
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532.6%
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542.5%
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552.3%
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562.2%
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572.1%
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582.0%
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591.8%
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601.7%
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Expected cumulative subscriber months after
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1 year5.23
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2 years7.68
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3 years8.88
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4 years9.48
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5 years9.77
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