Yes. Yes. Thanks for the question, Michael. From the quantification, it's obviously hard because we're not in a business of hundreds or thousands of small, medium customers. We're in the larger business. And as such, there's not a trillion deals on any given point that are being discussed. The vast, vast majority are not necessarily getting into this kind of classic price participation. And yet, in certain bids and certain situations, we do see that.
In the places we do, it could find itself going to that 10%, maybe plus 15% reduction. The 5% is something that could always happen. That's not even an example of anything macro happening, but we are seeing things that are happening that are north of 10% sometimes on a competitive nature.
In so far as how do we react to it, again, generally, we're seen as the premium product in the market and people appreciate the additional value. Mostly in the past and in the present as well, we win deals though we are more expensive because we have greater value to offer.
And so, what often happens when people are in that situation that they're seeing lesser prices by competitors is that we're able to recoup that with additional value and not necessarily with lower cost or lower price. So that we have quite a lot of products. As you know, the stat that most of our customers use 3-plus products from Kaltura, we've launched new ones, and then we could come and say, look, it's more for the same or more for a bit more as opposed to the same for less. And we're able to provide additional value.
But again, it's a case by case, it's not everywhere. Do we have existing customers that have requested certain reductions? Here and there. It's not something that's happening everywhere, not at all. But there are cases of this, and we are, as mentioned earlier, discussing with them, should that be recouped by value or should that be by way of reduction? If so, what type of service should we reduce accordingly, so that it doesn't impact our margins, and it's a fair situation? And in some cases, we're able to find whether they need something less of something in order to pay less of.
But that's not the majority. Again, you can look at the gross retention numbers. The numbers that Yaron had shared earlier, and we had the lowest gross churn number on a quarterly basis for 5 quarters of the last quarter, these numbers are inclusive of any form of lost recurring revenue, whether it is through full churn or any form of reduced number. And so, if we're at the lowest churn that we've had for 5 quarters, that's an answer that we haven't had any material reduction that goes across our customer base.