The share of customers or revenue that walks out the door in a given period, tracked as logo churn (count of customers gone) or revenue churn (dollars gone).
Netflix reported a net loss of 970,000 paying subscribers in the second quarter of 2022 after a million-customer loss the prior quarter. The print sent the stock down 35% in a single day and forced the company to launch a cheaper ad-supported tier, the first major strategic pivot driven entirely by a churn number.