churn

When used in a business context.
noun: Churn is used when referring to 'churn rate'. Churn rate or churn, is the percentage of people that stop using or subscribing to a service within a certain time frame. For a business to be profitable, its growth rate must exceed its churn. As well as customer churn, there is revenue churn.
verb: These customers that have left have 'churned'.

Calculating churn can be simple. To find the percentage of customers that have churned, take the number of customers you have lost during a time frame, for example a month, and divide it by the number of customers you had at the beginning of that month.

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