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Retention

DirecTV — Churn Analysis

Decomposes voluntary and involuntary churn across tenure cohorts, with leading-indicator signals that fire 30+ days before cancellation.

Dashboard

Interactive KPI dashboard — the live working version embedded below.

Sample Data

A live preview of the raw sample data used in this analysis. Use the download tab for the full file.

Sheet KPI Summary · showing 6 rows.
KPIValueUnitBenchmarkStatus
Monthly Churn Rate (Satellite)1.8%2.1% industry avg✓ Below Benchmark
Monthly Churn Rate (Streaming)3.2%3.8% industry avg✓ Below Benchmark
Annual Revenue at Risk1.52$B—⚠ Monitor
Win-Back Success Rate34.6%28% industry avg✓ Above Benchmark
Avg Customer Lifetime6.2Years5.1 industry avg✓ Above Benchmark
Predicted Churn (Next 90 Days)623000Subscribers—⚠ High Risk
Sheet Monthly Churn Trend · showing 25 rows.
MonthSatellite Churn %Stream Churn %Industry Benchmark %
Jan 20240.0170.030.021
Feb 20240.0160.0290.021
Mar 20240.0220.0370.021
Apr 20240.0210.0350.021
May 20240.0190.0320.021
Jun 20240.0170.030.021
Jul 20240.0160.0380.021
Aug 20240.0160.0310.021
Sep 20240.0170.0290.021
Oct 20240.0160.0280.021
Nov 20240.020.0310.021
Dec 20240.0180.030.021
Jan 20250.0170.030.021
Feb 20250.0150.0290.021
Mar 20250.0220.0370.021
Apr 20250.0210.0350.021
May 20250.0190.0320.021
Jun 20250.0180.030.021
Jul 20250.0170.0380.021
Aug 20250.0160.0310.021
Sep 20250.0170.0290.021
Oct 20250.0160.0280.021
Nov 20250.020.0310.021
Dec 20250.0190.030.021
Average0.0180.03166666666666670.021
Sheet Churn Reasons · showing 8 rows.
Reason% of ChurnersSubscriber CountRevenue Impact ($M)Addressable (Y/N)
Price Too High0.34212000518Y
Better Competitor Offer0.22137000335Y
Moving / Relocation0.1487000213N
Service/Tech Issues0.1275000183Y
No Longer Watching0.162000151Partial
Financial Hardship0.053100076Partial
Death / Account Close0.031900046N
Total16230001522—
Sheet Tenure Cohort Churn · showing 7 rows.
Tenure BandSubscriber CountMonthly Churn RateAnnual Churn RateAvg ARPULTV ($)Churn Risk Score
0-3 Months8900000.0620.7446224892
3-6 Months7200000.0480.5766842578
6-12 Months10400000.0340.4087474065
1-2 Years15800000.0210.25282196842
2-3 Years14200000.0160.19287348031
3-5 Years23400000.0120.14493775018
5+ Years33100000.0080.096102153009
Sheet Win-Back Funnel · showing 7 rows.
StageSubscriber CountConversion RateDrop-OffRevenue Potential ($M)
Churned (Eligible)1850000——1924
Contacted1295000-0.35550001347
Engaged648000-0.4996138996139647000674
Offered Deal453000-0.300925925925926195000471
Accepted231000-0.490066225165563222000240
Re-Activated195000-0.15584415584415636000203
Retained 90+ Days152000-0.22051282051282143000158
Sheet Seasonal Churn Index · showing 12 rows.
MonthChurn IndexSatellite IndexStream IndexKey Driver
Jan969598Post-holiday adjustment
Feb949396Slow content month
Mar108105114Spring sports end
Apr112109118Spring cleaning
May106103112Pre-summer shift
Jun9896102Summer content ramp
Jul10199105Mid-summer
Aug9795101Back to school
Sep949297NFL season start
Oct888692Strong content slate
Nov828087Holiday bundles
Dec797784Holiday retention peak
Sheet Early Warning Signals · showing 6 rows.
SignalWeightDescriptionAvg Days to ChurnDetection AccuracyIntervention Success Rate
No login for 14+ days0.28App/portal inactivity420.870.38
Bill payment late 2+ times0.24Payment friction280.940.44
Support calls 3+ in 30 days0.19Service dissatisfaction210.820.29
Package downgrade0.15Spending reduction550.910.51
Competitor ad exposure0.08Price-shopping behavior670.630.23
Usage drop >50%0.06Engagement decline380.780.34

Downloads

Source artefacts behind this analysis — case study writeups, raw data, and deliverable templates.

XLSX
DirecTV_Churn_Analysis_Data.xlsx Excel Data · ~17 KB Download →