Marketing
19 columns
200 rows
8 formats

Consumer Subscription Cancellation Data

This dataset provides detailed records of consumer subscription cancellations, including standardized reason codes, customer demographics, subscription details, and retention offer outcomes. It is ideal for churn analysis, customer segmentation, and evaluating the effectiveness of retention strategies in subscription-based businesses.

opened 5 times
last updated 21 Aug 2025
by GoMask

The brief that made it

Churn prediction and analysis

Sample rows

preview · 8 of 200 rows · all 19 columns

cancellation_idstring	cancellation_reason_codestring	retention_offer_valuefloat	retention_offer_madeboolean	customer_location_countrystring	customer_idstring	subscription_idstring	cancellation_datedate	retention_offer_typestring	retention_offer_acceptedboolean	final_cancellation_statusstring	customer_ageinteger	customer_genderstring	customer_location_citystring	customer_location_statestring	subscription_start_datedate	subscription_typestring	subscription_pricefloat	cancellation_reason_descriptionstring
CAN0001	PRICE	10	true	USA	CUS1001	SUB1001	2024-04-05	DISCOUNT	false	CANCELLED	34	MALE	New York	NY	2022-02-14	PREMIUM	19.99	Subscription cost increased beyond my budget.
CAN0002	SERVICE	5	true	USA	CUS1002	SUB1002	2024-05-10	DISCOUNT	false	CANCELLED	56	FEMALE	Chicago	IL	2021-11-07	BASIC	9.99	Customer support was not responsive.
CAN0003	NO_LONGER_NEEDED	blank	false	Canada	CUS1003	SUB1003	2024-03-22	NONE	blank	CANCELLED	29	NON_BINARY	Toronto	ON	2022-06-15	STUDENT	5.99	I don't use the service anymore.
CAN0004	TECHNICAL_ISSUES	0	true	UK	CUS1004	SUB1004	2024-02-18	FREE_MONTH	true	RETAINED	22	FEMALE	London	Greater London	2023-01-10	STUDENT	6.49	Frequent app crashes, unable to use service.
CAN0005	ALTERNATIVE	blank	false	Australia	CUS1005	SUB1005	2024-06-01	NONE	blank	CANCELLED	41	MALE	Sydney	NSW	2021-09-23	PREMIUM	24.99	Switched to a competitor with more features.
CAN0006	PRICE	20	true	Germany	CUS1006	SUB1006	2024-04-29	DISCOUNT	false	CANCELLED	26	FEMALE	Berlin	Berlin	2022-12-01	PREMIUM	29.99	Monthly fee is too high after recent increase.
CAN0007	SERVICE	5	true	USA	CUS1007	SUB1007	2024-01-15	DISCOUNT	true	RETAINED	63	MALE	Los Angeles	CA	2020-03-10	FAMILY	24.99	Streaming quality was poor during peak hours.
CAN0008	NO_LONGER_NEEDED	blank	false	Spain	CUS1008	SUB1008	2024-03-25	NONE	blank	CANCELLED	47	FEMALE	Madrid	Madrid	2019-05-22	FAMILY	18.99	No longer required for my household.
CAN0009	PRICE	15	true	Ireland	CUS1009	SUB1009	2024-05-18	DISCOUNT	false	CANCELLED	38	MALE	Dublin	Leinster	2022-03-30	BASIC	12.99	Found a cheaper alternative elsewhere.
CAN0010	OTHER	blank	false	China	CUS1010	SUB1010	2024-02-02	NONE	blank	CANCELLED	0	UNSPECIFIED	Beijing	Beijing	2023-12-29	OTHER	9.99	blank
CAN0011	TECHNICAL_ISSUES	0	true	France	CUS1011	SUB1011	2024-06-17	FREE_MONTH	false	CANCELLED	19	OTHER	Paris	Île-de-France	2023-05-18	STUDENT	6.99	Playback errors and buffering made service unusable.
CAN0012	ALTERNATIVE	blank	false	South Africa	CUS1012	SUB1012	2024-04-13	NONE	blank	CANCELLED	33	FEMALE	Cape Town	Western Cape	2020-10-06	BASIC	8.99	Switched to family member's shared plan.
CAN0013	PRICE	5	true	USA	CUS1013	SUB1013	2024-05-03	DISCOUNT	true	RETAINED	44	MALE	San Francisco	CA	2018-05-11	PREMIUM	24.99	Discount expired and price increased.
CAN0014	NO_LONGER_NEEDED	blank	false	Italy	CUS1014	SUB1014	2024-01-28	NONE	blank	CANCELLED	58	FEMALE	Rome	Lazio	2020-07-20	FAMILY	15.99	Moved abroad, no longer need local service.
CAN0015	SERVICE	4.99	true	USA	CUS1015	SUB1015	2024-04-20	DISCOUNT	false	CANCELLED	40	MALE	Houston	TX	2021-04-25	PREMIUM	21.99	Customer service was unhelpful.
CAN0016	ALTERNATIVE	blank	false	New Zealand	CUS1016	SUB1016	2024-06-11	NONE	blank	CANCELLED	32	NON_BINARY	Auckland	Auckland	2022-04-08	BASIC	7.99	New streaming service with better deals.
CAN0017	OTHER	blank	false	Iceland	CUS1017	SUB1017	2024-03-06	NONE	blank	CANCELLED	120	UNSPECIFIED	Reykjavik	Capital Region	2023-01-01	OTHER	11.99	Personal reasons, not disclosed.
CAN0018	PRICE	7.99	true	Canada	CUS1018	SUB1018	2024-05-22	DISCOUNT	false	CANCELLED	27	FEMALE	Vancouver	BC	2022-09-15	PREMIUM	22.99	Subscription price too expensive for my current needs.
CAN0019	SERVICE	10	true	USA	CUS1019	SUB1019	2024-01-09	DISCOUNT	true	RETAINED	54	MALE	Phoenix	AZ	2020-05-10	FAMILY	29.99	Frequent outages in my area.
CAN0020	TECHNICAL_ISSUES	0	true	India	CUS1020	SUB1020	2024-03-17	FREE_MONTH	false	CANCELLED	21	NON_BINARY	Mumbai	MH	2023-07-19	STUDENT	4.99	App did not work on my device.

What the 200 rows show

from the 200-row sample

TECHNICAL_ISSUES (cancellation reason code) stands out: mean retention_offer_value is 0.0, against 10.0 for the rest.

52%retention_offer_made = true
6.5median retention_offer_value
2final cancellation statuses
3retention offer types
5customer genders
5subscription types

Mean retention_offer_value by cancellation_reason_code103 rows

retention_offer_value103 rows, in bands of 2.5

Median 6.5, from 0.0 to 25.0.

customer_location_country200 rows · top 10 of 37 values

USA37
Australia13
Canada11
UK11
Spain10
South Africa8
India8
Germany7
Austria7
France6

19 columns by typefrom the column list below

string 12
integer 1
float 2
date 2
boolean 2

Columns

19 columns in four groups

blueprint · 19 columns
column	type	description	example
Text 12 columns
`cancellation_id`	string	Unique identifier for each subscription cancellation eventunique	CAN0001
`customer_id`	string	Unique identifier for the customer who cancelled the subscription	CUS1001
`subscription_id`	string	Unique identifier for the subscription that was cancelled	SUB1001
`cancellation_reason_code`	string	Standardized code representing the reason for cancellation (e.g., PRICE, SERVICE, ALTERNATIVE, NO_LONGER_NEEDED)6 values	PRICE
`cancellation_reason_description`	string	Detailed description or customer-provided explanation for cancellationoptional	App crashed frequently.
`retention_offer_type`	string	Type of retention offer made (e.g., DISCOUNT, FREE_MONTH, UPGRADE, NONE)DISCOUNT · FREE_MONTH · UPGRADE · OTHER · NONE · optional	DISCOUNT
`final_cancellation_status`	string	Outcome of the cancellation process (e.g., CANCELLED, RETAINED, PENDING)CANCELLED · RETAINED · PENDING	CANCELLED
`customer_gender`	string	Gender of the customerMALE · FEMALE · NON_BINARY · OTHER · UNSPECIFIED · optional	MALE
`customer_location_city`	string	City of the customer's primary addressoptional	New York
`customer_location_state`	string	State or region of the customer's primary addressoptional	NY
`customer_location_country`	string	Country of the customer's primary addressoptional	USA
`subscription_type`	string	Type or tier of the subscription (e.g., BASIC, PREMIUM, FAMILY)BASIC · PREMIUM · FAMILY · STUDENT · OTHER · optional	PREMIUM
Numbers 3 columns
`retention_offer_value`	float	Monetary or percentage value of the retention offer (e.g., 10.00 for $10 off, 20.0 for 20% discount)0 or more · optional	10
`customer_age`	integer	Age of the customer at the time of cancellation0 to 120 · optional	34
`subscription_price`	float	Recurring price of the subscription at time of cancellation0 or more · optional	19.99
Dates and times 2 columns
`cancellation_date`	date	Date when the cancellation request was made	2024-04-05
`subscription_start_date`	date	Date when the subscription originally startedoptional	2022-02-14
True or false 2 columns
`retention_offer_made`	boolean	Indicates if a retention offer was presented to the customer during cancellation	true
`retention_offer_accepted`	boolean	Indicates whether the customer accepted the retention offeroptional	false

Use it for

A marketing dashboard
The retention_offer_made rate, retention_offer_value by cancellation_reason_code and a breakdown of customer_location_country. Excel, Power BI or Tableau.
Why do the 32 TECHNICAL_ISSUES rows have a mean retention_offer_value of 0.0?
A root-cause class exercise
Hand out the rows and one question. The answer is in the data, not in the brief.
Cancellations200
CAN000110PRICE
CAN00025SERVICE
CAN0003NO_LONGE…
A software demo
Believable cancellations with customer_id, subscription_id and cancellation_date to fill a screen in front of a buyer.

This dataset200 rows19 columns

Yours1,000 rows19 columnscustomer_location_city: UK only

blueprint · consumer-subscription-cancellation-data

Behind this dataset

Same schema. As many rows as you need.

These 200 rows came out of a blueprint — 19 columns with generation rules behind each one. Open it in Data Factory to retune a column, add your own, wire in foreign keys, and run it at the size you actually need.

Rules it was built with

Subscription type: media, utility, SaaS
Cancellation reason selected from 8 codes
Retention offer flag per record
Feedback score 1-5 if offered

Rows1,000 rows10,000 rows100,000 rows1,000,000 rows

Open the blueprint in Data Factory

1 credit per row. Preview 20 rows free. Buy rows for the full run.

Exports: CSV, JSON, JSONL, Parquet, SQL, Excel, TSV, XML
Licence: yours to use, including commercially
API slug: consumer-subscription-cancellation-data

What should your data show?

No signup. No card.

Sample rows

What the 200 rows show

Columns

Use it for

A marketing dashboard

A root-cause class exercise

A software demo

Make it yours.

Same schema. As many rows as you need.

More in Marketing

What should your data show?