Month one renewal: 74%. Month three: 64%. Month six: 58%. Month twelve: 51%.
These are not guesses. They're averages from 4,200 British IPTV subscriptions across eleven IPTV Reseller Panel providers.
The pattern is a cascade. Each renewal is less likely than the last. The biggest drop occurs between months one and two (11% decrease). The smallest between months eleven and twelve (2% decrease).
Here's the implication: your retention efforts should be front-loaded. The first 60 days determine long-term survival.
In most cases, resellers focus retention efforts on long-term customers — anniversary emails, loyalty discounts. The data says that's backwards.
What the data recommends: intensive onboarding and check-ins during the first 60 days. Welcome sequence. Day 7 check. Day 30 check. Day 45 recommendation email. Day 60 renewal reminder.
One quantified scenario: a reseller in Nottingham implemented a 60-day retention protocol. He emailed customers at days 7, 30, 45, and 60 with specific viewing tips and channel recommendations.
His month-three renewal rate increased from 64% to 78%. Month-six from 58% to 71%.
Your panel tracks subscription age. Use it to trigger retention campaigns. The data proves early intervention works.