With 67% user churn in the first two weeks and the viewing landscape becoming mobile first, getting a user to engage with your media and OTT app may be harder than expected. We break down the OTT app user lifecycle and share what we found out by analyzing over 8.7 billion data points across 100 million devices and 80 million users. We’ll also share a few #CleverTips that can help you succeed in a competitive market, and how you can get users to engage more and stay glued to your app.

1. State of the Media and
OTT App User Lifecycle
Optimize Customer Experiences at Scale

2. About the Speakers
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3. Helping marketing, product and growth teams at B2C
companies retain their users for life
We enable this at scale, in real-time and with precision by
providing a unique combination of:
● A unified user data platform
● Actionable insights and segmentation
● Timely, personalized omni-channel engagement
About CleverTap
3

4. Proven Performance & Scale
CleverTap Architecture solves for a variety of use cases without any assumption of domain
8,000+
Customers Globally
1 Billion
Devices Reached
25 Million
Campaigns Sent Per Month
$2 Billion
Incremental Revenue Delivered
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5. Agenda
The Rise of OTT platforms
• The OTT Ecosystem
• OTT Consumption Patterns
• Building an Engagement Strategy for Your OTT Apps
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6. The Rise of OTT
OTT is part of the larger Video on Demand Ecosystem
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7. Source : VAB 7
100+ Streaming Services in the US alone
OTT Streaming Services & Devices Ecosystem

8. Source : VAB 8
100+ Streaming Services in the US alone
OTT Streaming Services & Devices Ecosystem
Market that’s
showing a
CAGR of
17%
Incremental
Growth
$64.14 bn
No. of Smart
Devices by 2020
20 bn

9. 9
USD 100
Customer
Acquisition Cost
64%
Consumers Frustrated
while searching for Content
67% Users Churn In
the first two weeks
OTT Challenges

10. SOCIAL SHARING
UPGRADE ACCOUNT
SHARE ON SOCIAL
MEDIA
VIEWING
VIEW CONTENT
BINGE WATCHING
A SHOW
DISCOVERING
WATCH TRAILERS
VIEW CONTENT
RECOMMENDATIONS
SEARCHING
SEARCH BY DIRECTOR
BROWSE BY GENRE
Customer Micro-Moments
Are Re-shaping the Media & OTT Industry
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11. A great user onboarding experience can
improve user adoption by
11
Delivering The AHA! Moment
7X

12. 12
User Onboarding Benchmarks
• Greet users with a welcome message on first
app launch
• Nudge users to register via an in-app message
that focuses on subscription benefits or
highlights popular content
• Offer a brief product tour that covers the most
important actions users take inside the app
#CleverTips

13. 13
Deliver a more relevant experience tailored to
match each user’s preferences.
Personalized Content Recommendations

14. 14
From Onboarding to Engagement Benchmarks
• Ask users about their favorite genres or categories
to start delivering a personalized experience
• Send campaigns with personalized
recommendations or popular content
• Prompt users to opt-in for push notifications to
increase reachability
#CleverTips

15. 15
Convert Freemium Watchers into
Premium Subscribers
Keeping Users Engaged

16. 16
User Engagement Benchmarks
• Nudge users to resume abandoned media they
last played to increase content completion rates
• Use in-app notifications with content
recommendations on app launch
• Facilitate new content discovery with previews
triggered on app launch. Use optimal time of
engagement with features like CleverTap’s best
campaign send times
#CleverTips

17. 17
Omnichannel engagement campaigns nurture
your brand’s relationship with customers and
drive higher viewership
Keeping Users Coming Back to the App for more

18. 18
Retention Benchmarks
• Notify users of new releases and remind them
to resume unfinished content
• Nudge users to add content to their watchlist,
and remind users of unwatched items on their
watchlist
• Incentivize users to commit to longer
subscriptions by offering a discount, access to
exclusive content
#CleverTips

19. 19
Reasons for uninstall can vary from UI/UX issues,
functionality, performance, or engagement
experience.
Tackling Churn

20. 20
Reinstall Benchmarks
• Eliminate friction points within your app by
tracking user behavior using path analysis
tools such as CleverTap’s Flows
• Win back users with time-sensitive,
targeted promotional offers
• Request user feedback to understand the
reasons for uninstalls
#CleverTips

21. SOLUT I ONSA B OU T
SonyLIV, a subsidiary of Sony Pictures Network, was the first
OTT platform in India and set the tone for the VOD and digital
media ecosystem. It is the preferred destination for blockbuster
movies, original web series, TV shows, live sports and music.
Case Study: Media/OTT
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22. • User Onboarding and opt-in for notifications
• Personalization at scale
• Monetization of the SonyLIV platform
• Targeting users at the right time with the right message
CHALLENGES
Case Study: Media/OTT
22

23. SOLUT I ONS
• Live User Segmentation
• Deep Linked Push Notifications
• RFM Analysis
• Geolocation Targeting
Case Study: Media/OTT
22

24. SOLUT I ONS
• Live User Segmentation
• Deep Linked Push Notifications
• RFM Analysis
• Geolocation Targeting
Case Study: Media/OTT
22
Conversion rates on
campaigns driven by
RFM based
segmentation
CTRs with
campaigns based
on geolocation
targeting
16% 25%

25. 25
Questions?

26. Report: Industry Benchmarks for Media and Entertainment [OTT] Apps
Click Here
Whitepaper: Proven Tips to Win the OTT Battle
Click Here
Case Study: How SonyLIV Increased Conversions by Scaling
Personalized Campaigns.
Click Here
Live demo: Get a customized 30-minute demo from our team
Click Here
Contact Us : webinars@clevertap.com
Questions?
Additional Resources:
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27. Thank You!