The key to reconciling is seeing that "due to financial hardships" is a dependent clause. When patrons leave, they are asked to give a reason why. The % of those leaving who give "financial hardships" as a reason, is increasing. However, as also noted, the total churn rate (people leaving for any reason) is stable.

They're not saying that more people are leaving than usual. They are saying that of the people leaving, more are offering financial hardship as a reason for leaving, than usual.

A corollary would be that the % of people leaving for reasons other than financial hardship has decreased.