How aha Gained a 5x Increase in Engagement Using Push Notifications

How aha Gained a 5x Increase in Engagement Using Push Notifications

The launch of regional streaming platforms in India has been a key turning level within the Indian OTT panorama. This was additional fueled by pandemic-induced development in viewership and income. Together with that, the expansion of digital infrastructure in non-metro areas and more and more inexpensive pricing have contributed to the recognition of streaming platforms.


Table of Contents


The aha Story

Launched in February 2020, the aha app is owned by Arha Media, a three way partnership by Geetha Arts and My Dwelling Group. The app caters to Telugu-speaking customers throughout the globe, with an intensive content material library that features films, unique net collection, and reveals. Within the final yr, the app has acquired roughly a million subscribers.



Retaining Customers

As a premium subscription video-on-demand service (SVOD), retaining customers is essential—and the ever-growing prices of person acquisition solely make retention all of the extra important. The point of interest in aha’s communication is to entice customers with their newest choices and create pleasure round future releases.

Understanding Person Habits

aha media launches new content material each Friday, and it’s necessary that the analytics group see how customers react to those various content material launches. What genres or sub-genres of films pique probably the most curiosity? What’s the affect of casting on viewing choices? How do content material preferences differ in rural vs. city areas? The solutions to those questions usually are not solely important for his or her engagement technique, in addition they assist them construct out their content material pipeline.

Enhance Retention Charges

From a enterprise and income perspective, getting viewers to subscribe is essential to development. With an abundance of different content material choices accessible, customers will subscribe provided that they see particular worth. Promotional presents play an amazing position in influencing buy choices, which implies that understanding which presents attraction most to every person section is essential to an efficient acquisition technique.



Whereas launching the app, the product group at Arha Media realized that they wanted an built-in advertising and marketing automation platform to enhance person retention and engagement. After figuring out their core wants, they selected CleverTap to make use of information in a holistic method and meaningfully join with customers.

To grasp how Arha Media makes use of our platform for a unified strategy to person retention, we spoke to Santhosh Thelukuntla, Enterprise Analyst at Arha Media. He manages the analytics and retention group, which executes data-driven engagement initiatives.


Omnichannel Campaigns Ship the Final Model Expertise

The important thing communication channels for Arha Media embody push and net notifications, in-app messages, SMS, emails, and app inbox.

These customers who’ve subscribed to and are lively within the app obtain communications through push notifications (PNs). These customers who’re about to subscribe obtain communication through SMS and PNs. The customers who’ve uninstalled the app or have been inactive on the app for the final 30 days are focused by way of SMS and electronic mail. Trailers of upcoming content material releases are promoted by way of the app inbox.

Based mostly on their quarterly content material plan, the analytics and retention group updates clients about new releases utilizing push notifications and in-app messaging. Leveraging the insights generated from their analytics, they section customers primarily based on the kind of communications which leads to the best response.

For instance, some customers will reply higher to messaging a couple of particular actor or the style they like, whereas different customers recognize messaging that’s primarily based on plot traces. An instance could possibly be a marketing campaign a couple of thriller that creates a way of intrigue and anticipation.

among us success story
amongst us success story

Marketing campaign primarily based on a selected actor

In instances the place the person drops off whereas viewing, they ship a notification after 24 hours nudging them to return and end viewing the content material. “With our campaigns, we ensure that the person is nudged to observe the content material that they’ve left halfway by way of,” Thelukuntla mentioned.

He highlights that these ‘nudge campaigns’ are notably helpful for net collection the place customers view an episode or two earlier than quitting the collection. On this case, the retention group picks an fascinating tidbit or trivia from the third episode that doesn’t reveal the general story after which crafts a marketing campaign round it. By arousing curiosity, the person is inclined to return to learn the way the story is progressing.


Automated Segmentation to Establish Numerous Person Teams

CleverTap’s subtle segmentation engine helps the retention group simply construct actionable person segments. By creating segments primarily based on previous conduct, the group distinguishes between totally different person teams primarily based on their actions, inactions, or different traits.

RFM helps the group eradicate the guesswork from behavioral segmentation. RFM divides your complete viewers into distinct teams that vary from champions and dependable customers to at-risk and hibernating customers which might be extra more likely to churn.

“Utilizing RFM, we perceive the recency and frequency of app utilization, whether or not a specific person section is about to disengage or churn. Then we consider methods to strategically get these customers again to the app,” added Thelukuntla.


Flows and Funnels to Decode Person Habits

At Arha, the very first thing the advertising and marketing group does is devise a quarterly content material plan. New releases normally lead to an uptick in new subscribers, however a very powerful query is all the time: how can they keep these subscribers as soon as they’re acquired?

Therefore, the analytics group wants to grasp person conduct proper from the onboarding section. What’s the person’s film choice? Their favourite style or actor? Do they like household dramas or science fiction? What system do they use? Do they watch every little thing on their cell system or do they like their big-screen TV at residence? “Our most necessary purpose is all the time to attempt to perceive the shopper,” says Thelukuntla.

Flows and funnels assist them to decipher patterns in person conduct. Funnels assist them determine how customers navigate by way of the app and why they drop off. These invaluable insights then inform the perfect methods and techniques for retaining customers and constructing loyalty.

Flows assist the analytics and retention groups determine the end-to-end buyer journey. This permits the group to plan extra optimum paths for partaking customers.

The higher these groups are capable of perceive the person, the more practical their efforts to transform them to paid, month-to-month subscribers. “The extra customized we may be with every buyer and the extra we are able to match our content material to their pursuits, the extra seemingly they’re to transform to a subscriber,” notes Thelukuntla.



With each marketing campaign despatched for a blockbuster movie, Arha Media receives not less than 1,000 new subscribers inside 24 hours. In comparison with their early days, they’ve seen a 5x enhance in engagement with their omni channel campaigns. They’ve additionally seen a 2x enhance in viewers and subscribers throughout extremely anticipated film releases.

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