Mentor Club Project | Kuku FM

Kuku FM has pioneered an audio OTT model targeting India’s underserved regional-language audience, especially in Tier 2 and 3 cities. Recognizing the potential of audio for passive consumption, they shifted from pure entertainment to self-help, personal finance, and career content, aligning with the needs of “Bharat” users who seek value-driven, educational audio.

Key Highlights:

• 90% of Kuku FM’s content is knowledge-based, available in 8 regional languages, created by over 30,000 creators (60% of whom are women).
• The platform has seen impressive growth with a 4x increase in paid subscribers to 2.68 million, generating ₹48.8 crore in revenue.
• Kuku FM’s revenue is entirely from subscriptions; ad monetization is yet to begin.
• They maintain an 11% conversion rate from free to paid users, which is well above the global average, showcasing strong alignment with user needs.

Growth and Acquisition:

With a massive TAM, Kuku FM has achieved solid metrics → ARPU of ₹600 at a CAC of ₹300, but future growth might face challenges. The high price sensitivity in Tier 2 and 3 markets means new strategies are needed to continue acquisition at lower or flatlining CAC.

Why Solve for Engagement & Retention?

Despite strong initial engagement, retention remains a challenge due to:

• Content relevance loss
• Low habit formation
• Tougher adaptation to the audio-only model

Questionnaire Document

Macro Objective

Understand underlying motivations, behaviours and preferences of users related to social engagement and content sharing on an audio platform.

Micro Objective

1. Understand user motivations for discussing and sharing content with others [#1]
2. Identify the types of contents users are likely to discuss/share and how they feel about doing it [#2]
3. Understand how/whether users seek a sense of validation or social recognition when sharing/discussing about content [#3]
4. Assess users’ interest in sharing insights and experiences within the app vs externally [#4]

Audience

General Questions (for all users)

Basic Information:

• Name
• Age
• Location
• What are your top 3 most frequently used apps?
• Which social media platforms do you use most often?

Initial Usage and Discovery:

• How did you first hear about Kuku FM?

Mirror their response, if they give details about a friend’s recommendation or ad - "Oh, a friend suggested it? What did they tell you about it?"

• Have you used Kuku FM? If yes, how long have you been using it?

General Content and Platform Preferences:

• What kind of content do you generally enjoy online? Are there specific platforms you prefer for that?

Shadow their answer to get specifics, e.g., if they say ‘entertainment,’ ask, "Entertainment? What kind?"

• What platforms do you use to listen to audio content besides Kuku FM?

When do you usually listen to audio content? Any specific times or routines?

Motivations for Sharing or Discussing Content:

• Can you walk me through a recent time when you discussed something interesting you read, watched, or listened to with friends or family? [#1]
• What usually makes you want to talk about something you’ve listened to or watched? [#1]
• When you listen to some audio content, do you feel the urge to share it or talk to someone about it? [#1]

Any instance recently when you felt this? “As in share in family WhatsApp group?”

Segment-Specific Questions

For Direct Users (Casual, Core, Power)

• What types of content do you listen to most on Kuku FM? Why those types? [#2]

Shadow their answer by asking why they find certain topics more appealing.

• What topics or shows do you most often discuss with others? Is there a particular reason why? [#2]
• How does discussing audio content feel compared to discussing videos or TV shows? [#2]
• Do you enjoy engaging with others who are interested in the same content as you? What do you like (or dislike) about it? [#3]
• When you finish a story or lesson that was impactful, what do you do next? [#3]
• If Kuku FM had a community feature - like facebook group, where you could connect and interact with others around topics you’re interested in, how would you use it? [#4]

For Churned Users

• Could you tell me why you stopped using Kuku FM? Was there something missing, or was it another reason? [#4]
• When you were using Kuku FM, what topics or shows did you most often discuss with others? Why? [#2]
• If Kuku FM had a community feature - like facebook group, where you could connect and interact with others around topics you’re interested in, would that have made a difference for you? Why or why not? [#4]

For Universal Users (Non-Kuku FM Users)

• What platforms do you currently use for audio content? Why? [#2]
• Do you ever talk to others about what you listen to on these platforms? [#1]
• When you’re really into a topic or series, do you look for others who are interested too? [#3]
• What would make you consider trying a new platform like Kuku FM? [#4]
• If Kuku FM had a community feature - like facebook group, where you could connect and interact with others around topics you’re interested in, would that make it appealing? [#4]

For New Users (Recent Sign-Ups)

• Is there something that surprised you or that you particularly liked (or disliked)? [#4]
• Have you shared anything from Kuku FM with friends or family? What prompted you to share (or not share) something? [#1]
• What type of content makes you feel like sharing it with others? [#2]
• If Kuku FM had a community feature - like facebook group, where you could connect and interact with others around topics you’re interested in, would that appeal to you? [#4]

For High-Influence Users and Creators

• What type of content do you feel most motivated to share with your followers or friends? Why that content? [#2]
• Are there specific features on other platforms that help you engage with your audience? [#4]
• Would features like badges or scores make you more likely to engage or share content in a community setting? [#3]
• If Kuku FM had a community where you could share your insights and lead discussions, would you be interested in that role? [#3,4]

Deep Dive into the Insights and Psychology

Social Validation

For Kuku FM users, especially in Tier 2 and 3 cities, joining a community that shares their values enhances their experience. Engaging in conversations around content they consume fulfills the need for connection and builds loyalty.

Learning Reinforcement through Sharing

Sharing insights enhances perceived mastery. Kuku FM’s educational content, like personal finance, encourages users to share what they learn, reinforcing their understanding and boosting engagement.

Social Comparison and Gamification

Gamified elements like quizzes and badges create rewarding dopamine loops, encouraging continued engagement. Kuku FM can enhance this by offering milestone-based community access.

Goal: Increase Engagement Rate (X% -> Y%) by Building a Community Feature

Based on these insights about the Indian audience's desire to share and discuss content, we are focusing on "Engagement" with a Community Feature as a sublever to yield the highest impact on Engagement and Retention for Kuku FM.

One-Click Sharing of Customizable Templated Messages

Feature Overview:

After finishing a story or course, users get 5-10 ready-made messages they can share on platforms like WhatsApp. Each message includes a unique link, making it easy for friends to explore more on Kuku FM. Users can pick the message that fits best, helping them share interesting takeaways and insights in their own style.

Goal:

This feature boosts organic growth by encouraging users to share valuable content with friends, sparking curiosity and bringing in new users. The subtle referral link taps into word-of-mouth marketing, giving Kuku FM more exposure through personal recommendations.

Shareable Formats:

Messages highlight key takeaways, insights, or quotes from the content, making users look knowledgeable while nudging their friends to check out the app.

Community for Kuku FM

The Community is all about bringing users together around shared content interests, especially for those in Tier-2 and Tier-3 cities. Users get matched with a group of 250 people with similar interests, so they can feel like they’re part of a close-knit community. Each user starts with a Silver badge and can work their way up to Gold, Diamond, and Platinum by interacting more with the content and the community.

Main Features:

• Badges and Levels: Users start in “observe-only” mode but can unlock more rights, like commenting, by earning “Kuku Coins” and moving up the badges.
• Friends and Sharing: Users can add friends, share what they’re listening to. As users engage more, they get to add more friends.
• Group Listening and Quizzes: Group listening sessions and quizzes let users share experiences and knowledge, giving them more ways to connect.
• Safe Environment: The feature has strict guidelines and automatic moderation to keep everything safe and respectful.

Goal:

To keep users coming back by giving them a real community experience, helping them feel like they belong, and motivating them to dive deeper into the content.

Kuku FM - Community Feature.pdf