SonyLIV, The Leading Disrupter In The On-Demand Media Space, Continues To Boost Customer Lifetime Value And Revenues With CleverTap

CleverTap Now Powers 4 of the Top 5 Video-on-Demand Mobile Brands in the Highly Competitive Media and Entertainment Industry 

CleverTap, the comprehensive global mobile marketing solution provider, today announced that it is now used by 4 of the top 5 media apps across app stores in India, to drive data-driven user engagement strategies at scale, including the popular media brand SonyLIV. This latest development positions CleverTap as one of the foremost players in the space, helping media apps fuel growth and top-line revenues.

Greater penetration and adoption of smart devices, cheaper access to data, and increasing mobile content consumption has skyrocketed growth in the subscription-based Video-on-Demand (VoD) over-the-top (OTT) market over the last few years. Slated to be worth $61.5 billion by 2019, the global VoD media app industry faces major challenges when it comes to monetizing and retaining acquired users. With over 100 million subscribers  active on multiple platforms, the Indian VoD market is already worth $280 million. The average number of app launches per user per month has also increased to currently lie in the range of 13 to 20.

The most popular OTT app to have taken the market by storm is Sony Pictures Networks India (SPN)'s SonyLIV. 

SonyLIV a freemium platform, offers content in multiple genres and are pioneers in the original web series, TV shows and the VOD content category with a large repertoire of short films on any OTT platform. They are also the pioneers in food, sports, and the fitness genres among all OTT players. In the sports category, SonyLIV has an extensive sports portfolio and premium users can catch their favourite sport live while free users will get a 5-minute deferred feed. SonyLIV also has linear channels from the Sony Network available to premium users for watching their favourite channels. 

CleverTap's comprehensive mobile marketing suite helps SonyLIV gain user-level insights based on past and real time in-app behavior. They can reach users via multiple channels and automated segments, including push notifications, in-app messages, email, and SMS; created and sent from the same platform. These hyper-personalized, timely user engagement campaigns help update users on the latest content added, inform users of live events, encourage paid subscriptions, and win back dormant users.

In fact, these dynamic campaigns have gradually helped increase the average time spent per user during each session. CleverTap's live-user segmentation engine is also being leveraged to effectively target users that spend less than a few minutes a month consuming content, nudging them to spend almost double the time in-app through compelling reach-out campaigns.

MUMBAI, July 18, 2018