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Podcasters know the feeling: one minute, your subscriber numbers are climbing, and the next, you see a noticeable dip. For those who rely on subscriptions as a key part of their podcast monetization strategy, churn — when listeners cancel their subscriptions or fail to renew — is a constant challenge.
But luckily, there are ways to mitigate it.
Whether you’re offering premium content through Patreon’s Spotify Integration, Apple Podcasters Program, Substack, or any other platform – the key to keeping your loyal fans engaged is through providing consistent, valuable content.
We know, a lot easier said than done.
But to help make the process more manageable, we put together our top tips for identifying why your podcast subscribers are churning and our strategies for course correcting and mitigating drop-off.
What is paid subscriber churn in podcasting?
Churn refers to the percentage of subscribers who cancel their paid subscriptions or choose not to renew over a set period.
Let’s put it into perspective. Say you have 1,000 subscribers in January. By the end of March, you notice that 10 of those subscribers have dropped off, either because they weren’t interested anymore or simply forgot to renew. In this scenario, your churn rate would be 1%.
As you can imagine, the lower your churn rate, the better your chances of turning your podcast into a steady, predictable income stream.
What is a good churn rate for podcasters?
So, what constitutes an acceptable churn rate in podcasting? According to David Stern, founder of Supporting Cast, podcasters should aim for a churn rate of less than 1% per month during the first year of a subscription. Ideally, you want to keep it closer to 0.5%. Once you hit the five-year mark with your podcast, a churn rate of 3% is considered reasonable.
But keep in mind – these are just industry benchmarks and every podcast (and every podcast audience) is different. Ultimately, as you build a loyal base, the goal should be to keep churn as low as possible while ensuring that new content and subscriber perks are strong enough to retain listeners.
Why does podcast subscriber churn happen?
Churn can happen for a variety of reasons. Sometimes, listeners simply lose interest after binging your latest season, while others may feel they’re not getting enough value to justify the subscription cost. Here are some common causes of churn that podcasters face:
Inconsistent content
One of the most common reasons people unsubscribe is a lack of consistency. If your podcast isn’t releasing episodes regularly or has long gaps between seasons – and you’re not providing your premium subscribers with content to fill these gaps – listeners may lose interest or forget about your show altogether.
Consistency is key to keeping people engaged and coming back for more. Regularly scheduled content builds anticipation, fosters loyalty, and keeps your subscribers’ attention. If you go dark for too long, your premium audiences will likely turn to other shows that are more predictable in their content schedule.
Missing value
If subscribers feel like they’re not getting enough content or exclusive perks for their money, they may decide to pull the plug. This is particularly true if your paid content isn’t offering anything unique that they can’t get from free shows. Adding bonus content, behind-the-scenes material, or early access to episodes can go a long way in keeping subscribers happy.
Remember that a large part of paid subscriptions is the allure of exclusivity. A key part of keeping subscribers is making them feel as though they’re a part of something special. Sharing early releases, new partnerships, and any other updates in advance gives your loyal fans the satisfaction of “being in the know” and can significantly reduce churn.
Price sensitivity
Sometimes, a listener simply decides that a subscription isn’t worth the cost anymore. If the price of your subscription is too high or if they find a more affordable alternative, they may decide to cancel. This is especially true if listeners don’t feel like they’re getting exclusive content or tangible value from the subscription.
Off-season disinterest
If you release your show in seasons, it can be hard to keep subscribers during your off time. Once a season wraps up, listeners might see no reason to continue paying for a subscription — especially if they’re only interested in a specific topic.
To address this issue, offer bonus material during the off-season to keep subscribers engaged. Plus, since you’re not actively producing new episodes, you’ll likely have a bit more time to pour into your exclusive content. This can include perks like pre-sale codes for merch or live events, live streams, or even direct messaging, so subscribers feel connected even when new episodes aren’t dropping.
Strategies for reducing podcast listener churn
Now that we’ve covered what churn is and why it happens, let’s dive into what podcasters are doing to reduce it and keep subscribers happy for the long haul.
Content variety
One of the most effective strategies for reducing churn is to diversify your content offerings. While looking at what your competitors offer is helpful, you will want to differentiate your subscription by providing value-adds and perks that can only come from you.
If you’re stuck on ideas, some examples include:
- Early access to episodes: Give subscribers the opportunity to listen to episodes before they’re released to the public.
- Ad-free content: Provide a commercial-free listening experience.
- Bonus episodes: Share exclusive content such as behind-the-scenes stories, extended interviews, or special guest segments.
- Q&A sessions: Host live or recorded Q&A sessions where subscribers can ask questions to hosts or guests.
- Exclusive merchandise: Offer limited-edition items like branded shirts, mugs, or other podcast-related swag.
- Access to a private community: Set up a private Facebook group, Slack channel, or Discord server where subscribers can interact with hosts and fellow fans.
- Listener shout-outs: Give premium subscribers the opportunity to be featured on the podcast, either with personal shout-outs or as part of a listener spotlight.
- Live shows or events: Offer exclusive access to live recordings, meetups, or virtual events.
Plus, if you’re unsure of what to offer, there’s no harm in asking for feedback and tailor the content based on your subscribers' interests to ensure they feel valued.
Keep consistent
Create a content calendar and stick to a regular release schedule as much as possible. Make sure this cadence is doable and also factors in time to produce your regular, free content. This will help you avoid podfade.
If you’re unable to create your usual content one week, keep your subscribers informed in advance, and consider stitching together some never-before-seen behind-the-scenes clips or going on a quick live stream instead. That way, you’re still providing your top-tier subscribers with something to show for their investment.
Discounts and annual plans
To reduce churn due to price sensitivity, consider offering limited-time discounts, bundling subscriptions with other services, or providing a free trial to showcase the value of your content.
When subscribers want to cancel, you can always entice them with a special deal – like a 50% off sale for the next three months – as it’s always easier to keep an existing subscriber than draw in a new one.
Another tried-and-true method for reducing churn is offering discounts or perks for long-term subscriptions. Annual plans with built-in discounts (like offering two free months for a yearly subscription) are a great way to lock in subscribers for the long term. This way, even if someone gets busy or distracted, they’re still committed for the entire year.
Target churned subscribers with exclusive promotions
For subscribers who have churned, sometimes a simple nudge can bring them back. Supporting Cast uses a strategy where they replace exclusive show content with a free, ad-supported version once someone cancels.
Using a private RSS feed on podcast apps like Apple Podcasts and YouTube Music, Supporting Cast has promos from hosts that appear to encourage listeners to renew their subscriptions for member-only benefits (most times accompanied by an exclusive discount).
Allow pauses
Supercast, a podcast subscription platform, offers a feature that allows subscribers to pause their subscriptions for up to three months. This can be incredibly helpful for listeners who may need to take a break but don’t want to cancel their subscription altogether. This pause feature gives your subscribers flexibility while keeping them in your ecosystem for the long term.
The audience-first approach to podcast monetization
Churn is a challenge every podcaster faces when offering paid subscriptions, but it doesn’t have to derail your growth.
By delivering consistent, valuable content and addressing why subscribers are dropping off early on, you can keep your audience engaged and reduce cancellations before they even happen.
From sticking to a regular release schedule to offering exclusive perks like early access or ad-free episodes, there are plenty of ways to add value. Plus, offering flexible options like pausing subscriptions or running targeted promotions can also help retain listeners. By focusing on what your subscribers really want, you’ll build a more loyal base and keep churn in check.
For more tips like these, you’ll want to check out our bi-weekly podcast newsletter, Tuned In.
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