Explained below are advanced reporting metrics for subscriptions and how they are calculated. You’ll find these metrics, along with a trove of other useful information, in your dashboard under the Subscribers tab.

**Monthly Recurring Revenue (MRR)**- We list your Monthly Recurring Revenue from payments processed by Vimeo OTT right at the top of the Dashboard as Gross Revenue. You can use the date selector at the top to scroll backward in time and get this value for each month.
- One important note: this number excludes all expenses and only reports sales made through the Vimeo OTT platform (not app platforms like iOS, Android, or Roku.)

**Average Revenue Per User (ARPU)**- This value is generally determined for a given time period, usually a year or a month. If we assume a monthly time period, we can take the MRR from above and divide it by the number of paying subscribers in that same month.
- For example, if your
*Gross Revenue**(**MMR)*for a month was $10,000 and you had 1,000 subscribers that month, your ARPU would be $10.

**Customer Lifetime Value (LTV)**- In order to determine the total value of a customer signing up for your subscription service, also known as their Lifetime Value, we first need to determine their lifetime. We can find this by dividing 1 by the churn rate. Churn can be found by clicking one of the month columns in the
*Subscribers*chart. - If your monthly churn is 10%, then an average customer’s lifetime is 1/.10 = 10 months.
- Now, simply multiply that lifetime number with the ARPU for that time period. So in the given example, that’s $10 per month * 10 months = $100 LTV for an average monthly subscriber.

- In order to determine the total value of a customer signing up for your subscription service, also known as their Lifetime Value, we first need to determine their lifetime. We can find this by dividing 1 by the churn rate. Churn can be found by clicking one of the month columns in the
**Customer Churn Rate**- Discussed above, churn rate is something we calculate for you month over month. The way we calculate the value is to take the number of subscribers who left the service in a given month and divide that by the number of subscribers you had
*at the beginning of the month*. - Thus, if you had 1000
*Paid*users in a month and 50 churned, 50/1000 = .05 or 5%.

- Discussed above, churn rate is something we calculate for you month over month. The way we calculate the value is to take the number of subscribers who left the service in a given month and divide that by the number of subscribers you had