Yuvraj’s approach
Observed metric change: Avg cost of subscription per user . This can impact churn rate negatively.
Key segments to inspect: region -Globally or in particular countries, platforms- ios, android or web, tier- student, individual or family, user type- new vs existing user
Possible causes: New pricing strategy by Apple, currency exchange rate fluctuation, global situation causing increase in price for entertainment service like increase in tax or other regulatory changes in some regions,
Most likely root cause: If in a particular region, it is most likely currency or regulatory changes. If global, it is Apple's new pricing strategy update. If platform specific, it is app store commission adjustment(potential increase)
How I would validate it: Segment analysis- compare pricing change across countries, platforms, tiers and users. Release/updates: Check if apple announced changes in prices and gave a reason for it. Competetive scan: check other music streaming apps like spotify, etc to see if this a global trend or strategy change in these kind of apps.
Recommended fix: Communicate transparently to users about the change, offer loyalty discounts or extended trials to reduce churn rate. Introduce bundles or add ons with value added features to make the new price worth for the users. Can explore region specific pricing adjustments. For long term, always have a pricing anomaly detection dashboard that alerts sudden spikes.