Xstream, Airtel’s video streaming platform, was started to revolutionize the way people experience entertainment and reshape the mobile entertainment streaming landscape by pushing the boundaries of technology for the greatest cause there is – Entertainment. Over 17 million people currently access 350+ Live TV Channels, 10000+ Movies, 100+ TV Shows, Originals, and much more on the Xstream iOS and Android mobile apps.
After understanding how the COVID-19 pandemic reshaped the way a user consumes content, the Growth and Content teams at Airtel Xstream leveraged MoEngage to observe their users’ consumption patterns and send relevant messages in real-time on Airtel Xstream’s mobile platforms.
These two teams are responsible for growing engagement on the Android and iOS mobile apps while retaining newly acquired users.
MoEngage has made a significant impact on our North Star Growth metrics. During the India-Australia cricket series, our streaming statistics were at an all-time high, and we witnessed a retention rate of 61.4% on our mobile platforms. I would definitely recommend MoEngage to Mobile Marketers and Growth teams at Media & Entertainment brands.
During the COVID-19 pandemic, the team learned that content consumption had become more dynamic. To fill this gap and demand, the team utilized MoEngage to help them segment customers and serve real-time notifications of Live News, Cricket, Shows, and E-Sports, resulting in higher Click-through and Conversion Rates.
To engage our users during major live events like the India-Australia cricket series, we relied heavily on MoEngage’s capability to send Push Notifications in real-time and used in-app messages to increase content consumption.
With the help of MoEngage’s proprietary offering, Journey-based Campaigns, the Airtel Xstream team was able to send out real-time communication during major live events, leading to a significant improvement in their ‘Streamtime’ & ‘Streamtime-per-subscriber’ metrics.
• 40 million Push Notifications sent in under 2 minutes
• 1.4% click-through rates of Push Notifications
• 3.36X higher than standard delivery rates
• 85.6% conversion rate from mobile in-app interstitials
The Growth and Content teams at Airtel Xstream also used MoEngage’s in-app interstitials, MoEngage Nativ, to inform logged in customers of the India-Australia cricket series. This communication channel allowed the teams to redirect their customers to this ongoing live event successfully.
The teams also used Personalization to entice customers to open the app and consume content by adding the customer’s name on Push Notifications and using their geo-location to deliver vernacular content. They also orchestrated customer journeys with MoEngage Flows to win back bounced customers the right way.
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