Leading vernacular content platform grew users 25% after surveying 1K+ consumers
03 Jun 2020
1 min read
With the burst in penetration of smartphones, digital vernacular content is consumption is the new hot segment. Praxis helped one of the largest Indian vernacular content platform in India on how to further increase its user base and user engagement through understanding consumer view across demographics and identifying gaps in current propositions
Context
- 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
- 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