Customer Churn Prediction in the Online New Media Platform: A Case Study on Juzi Entertainment

Customer churn refers to the registered users who are gradually leaving away because of loss of interests. For online service providers, customer churn analysis can be used to make business decision and optimize their products. Juzi Entertainment is one of the most popular Professional Generated Content (PGC) platform, which is loved by most young adults in China. In this paper, we try to predict the churner of Juzi Entertainment. We collect 100 thousand user samples from Juzi Entertainment and build the churn prediction model. Over 75% churners can be recognized by our model. Results show that column gif and beauty of Juzi Entertainment are relatively more popular than other columns, while articles of life are not welcomed by users. The results will be used in the improvement of products in Juzi Entertainment.