“Most people who leave leave in the first two months. What you really want to do is optimize for onboarding — are they adopting habits that look like people who are steady users getting value?”

Most churn happens in month 1 — optimize onboarding habits before touching anything else

Early retention is the highest-leverage intervention in a subscription business. You do not need 18 months of LTV data to act: the signals show up within weeks. Are users binging then disappearing? Are they using features steadily? Are they even logging in? Segment these cohorts and optimize onboarding to move users toward steady-use patterns from day one.