Media and Telecom
Driving growth in user base and user engagement for a vernacular content platform
03 Jun 2020

  • Client description: A leading vernacular news and entertainment content platform
  • Opportunity: The client wanted to increase its user base (MAU/DAU), PAN India penetration and user engagement across user demographics to appeal to wider audience as opposed to its existing skewed user demographics
Our Approach

  • Conducted extensive survey with vernacular content consumers (N > 1,000) across 30 Metro / Tier 1 and 2 cities to understand their priorities, content consumption behavior, and experience and perception about the platforms, motivation and reason for using different platforms
  • Conducted in-depth product benchmarking and competitive analysis to understand differentiation across platforms
  • Assessed existing content libraries of the client to identify content genres gaps across languages on the platform

Key Insights / Outcomes

Identified content genres to focus on to increase women user base

Identified trending content types to focus on to increase user participation on the platform

Praxis Value Delivered

  • Successfully helped client form a better view of user demands across demographics and provided them a deep, comprehensive study on levers to attract more users and drive user engagement

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