Engagement & Retention project | JioStar
JioStar is India’s newly formed media powerhouse, established in November 2024 through the merger of Viacom18 and Disney Star (formerly Star India), as a result of an $8.5 billion joint venture between Reliance Industries, Viacom18, and Disney India
About the Company:
JioHotstar, owned by JioStar India Private Limited (formerly Star India), is one of India’s premier OTT platforms. It provides access to a rich collection of over 100,000 hours of TV shows and movies across ten languages, and broadcasts major global sporting events
Exclusive & Popular Content
- Extensive Catalog
Includes top-rated Indian TV series, regional films, Bollywood blockbusters, and international favorites sourced from global studios - Original Programming
Invests in acclaimed originals like Special Ops, Aarya, and The Night Manager, designed to resonate with Indian audiences - Premium Sports Coverage
Offers live sporting action in ultra-HD with features such as real-time analytics and multi-angle viewing. Events include IPL, ICC cricket, the Premier League, Wimbledon, and more
Core Value Proposition
JioStar combines premium content, massive distribution, deep regional access, sports dominance
Differentiators from competitors
a. Regional + Global Content
- Combines Star India's TV dominance (Star Plus, Star Gold, regional channels
- Disney’s global IP (Marvel, Pixar, Star Wars, Hotstar Specials) with Reliance’s access to mass-market Bollywood, sports, and originals.
b. Pan-India & Global Reach
- Regional channels, multilingual OTT, and metro audiences.
- Ability to license and localize global IP, and distribute Indian IP globally.
c. Jio + Hotstar bundling
- Leverages Jio’s telecom subscriber base for OTT push.
- Pre-installed OTT and affordable data packs
d. IPL Rights Consolidation
- JioCinema holds digital IPL rights; Star has TV rights
- Enables cross-device campaigns for sponsors
e. Subscription and Freemium Optimization
- Premium content behind paywall (Hotstar, Disney+), mass content freemium
f. Tech-Led Personalization
- Personalization, ad targeting, and recommendations.
- Leverages cross-device login data across TV, mobile, and fiber.
The new Home page of JioHotstar
Understanding Natural frequency
User Type | Definition & Behavior | Natural Frequency of Usage | Goal Type | Goal Priority (Primary/Secondary) | JTBD (Job-To-Be-Done) | Triggers | Price Sensitivity (Premium User or Free user |
|---|---|---|---|---|---|---|---|
Casual User | User who prefers watching occasional sports matches. he/she onlt | 1-3 times a month | âś… Personal âś… Social âś… Financial | Primary: Access to favorite sports teams live and watch sports with family members Secondary: Free access to content | -Find easy access to favorite sports and movies |
| Free user. (Watches Ads d) |
Core User | User prefers watching movies, shows after work, college | 1-2 times a week (every weekend) | âś… Functional âś… Financial | Primary: Access to large and high quality content library Secondary: Tiered-based subscription saving money | Access to favoritee shows and movies and personalized - Minimize costs of owning DVD and cancellation available anytime. Free access to some of the content in case of subscription cancellation |
| Super Subscription Moderate Core users in small town - |
Power User | Heavy user, relies on OTT platform for their entertainment. Binge watches shows | 5-7 times a week | âś… Functional âś… Personal âś… Social | Primary: Access to high quality content and entertainment Secondary: 4 people can access one account. |
|
| Premium Subscriber |
Which engagement model works best for JioHotstar?
Depth: Unlike productivity or learning apps, spending more time in one sitting doesn’t always translate to better platform value. A user watching for 3 hours on one day and coming back 6 days later is less valuable than someone who checks in 4 days for 2 hours
Primary
Breadth âś…: The more genres, content formats (TV shows, Hotstar Specials, Sports, Movies), and features a user engages with, the more value they derive from the platform. It builds habit, expands their content discovery, and increases chances of retention
Secondary
Frequency âś…: More sessions per week help strengthen habits. If a user returns every evening to watch a sitcom, their perceived value of the platform increases. Frequent logins also improve personalization, recommendation accuracy, and upsell potential
build your ICP's- by now you know how to do that in a tabular format as done in earlier projects and segment the users, think about why you are segmenting and what is the goal of your product and segmentation
ICP and Customer Segmentation
This segment is drawn to JioHotstar primarily for its sports content, especially live cricket. Typically younger and working professionals, they are casual users who value convenience, multi-device access, and highlights/replays. However, they are deterred by excessive ads and may hesitate to upgrade to premium unless incentivized with exclusive sports perks.
2. Family Person
Usually older and married, this segment watches content alongside their family and values ease of use across devices. They prefer light-hearted genres, news, and shows suitable for all age groups. They are often already premium subscribers, indicating a higher willingness to pay for ad-free, family-friendly content. Their feedback reflects a need for better content curation and simpler discovery.
3. Weekend Binge Watcher
This ICP comprises young professionals who treat OTT as a weekend escape. Their behavior shows a mix of action, comedy, and fiction consumption, with usage peaking during weekends or off-hours. They are aware of features like offline downloads and multi-device access but may be selective about upgrading unless the value is obvious.
4. The Real Binge Watcher
The most digitally engaged ICP, this segment comprises young individuals (often students or early-career professionals) who binge-watch frequently and deeply. They're highly influenced by trending content and value discovery but are often turned off by too many ads and prefer to explore on their own rather than depend on recommendations.
5. Movie Enthusiast & Pop Culture Nerd
This is a culturally savvy, urban audience segment that actively seeks quality content - both Indian and international. They are often married, professionally well-placed, and open to spending on premium experiences. What keeps them hooked are smart features like “because you watched…” and access to niche titles. However, they expect high content quality and are vocal when disappointed.
Customer Segmentation
| Usage | Criteria | Characteristics |
Casual | 1-3 times a month
| They are either students or early professionals. Movies and shows might not excite them. They might watch 1-2 movies based on reviews |
Core | 2-4 times a week Super user or premium subscriber - Tier 1 Free user - price-sensitive tier 2 user Movie and show enthusiast | They are either early to mid professionals living in tier-1 or tier 2 cities. Since JioHotstar targets a larger base from tier 2 with access to TV channels. They might tune in to their favourite shows during weekends |
Power | 4-5 times a week or everyday user. Most likely a premium subscriber. Some might opt for free subscription with ads (Price sensitive tier 2 city residents) | Power users are mostly likely subscribers in Tier1 cities. They might tune in to their sitcoms after a hectic day at work. Tier 2 and Tier 3 - They might watch a lot of TV channels on Hotstar |
Goal based segmentation
- The Relax & Unwind Viewer
This user opens JioHotstar primarily to relax after a long day or unwind over the weekend. They gravitate towards light-hearted content such as romcoms, comedies, or episodes that don’t require emotional investment. Their engagement peaks in the evening or on weekends, and they respond well to personalized recommendations, continue watching.
Engagement drivers: Recommendations - The Informed Watcher
Motivated by a desire to stay updated, this user consumes live news, trending reality shows, or major sports events like IPL. They frequently log in during live broadcasts and prefer content that helps them stay socially and culturally aware. Timely notifications and live alerts are key to keeping them engaged
Engagement drivers: Latest updates, email push notifications - The Explorer
They tend to binge-watch dramas, thrillers, or long-form originals and enjoy discovering new characters and plotlines. They are highly engaged when served with recommendations tailored to their preferred genres or emotional themes.
Engagement drivers: Genre top picks (In app segments) - FOMO-Driven
Heavily influenced by what’s trending on social media, this user watches content quickly to stay part of the cultural conversation and avoid spoilers. They are typically younger, active on platforms like Instagram and X (Twitter), and expect JioHotstar to surface the latest shows as soon as they drop.
Engagement drivers: Social media notifications, trending content - Shared Family Viewer
This segment consists of users who primarily watch content with their family, often spanning multiple age groups. They prioritize ease of use, simple navigation, and content that’s appropriate for everyone, such as family dramas, news, kids’ cartoons, and mythological shows
Engagement drivers: Multiple devices, profiles, Curated content for kids - Kill Time
For this user, JioHotstar serves as a way to pass time while commuting, taking breaks, or multitasking. They rewatch episodes of familiar shows, or browse casually without deep engagement. They value quick access.
Engagement drivers: Continue Watching, push notifications
Figure out the retention data for your product. If you don't have access to the same, begin by adjusting the industry standards. Plot down the data and bring to life your retention curve. Draw out observations and insights from the same.
What is causing your users to churn?
Go back to your user insights and figure out the number one reason of churn by listing down all the factors.
Retention Graph: Flattening at approximately 68%
Approximate Retention Curve
| App / Retention (days) | D1 | D7 | D28 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 |
|---|---|---|---|---|---|---|---|---|
JioHotstar | 85% | 80% | 78% | 75% | 75% | 70% | 68% | 68% |
Netflix | 78% | 78% | 78% | 72% | 70% | 70% | 66% | 66% |
Amazon Prime | 75% | 72% | 72% | 68% | 66% | 65% | 62% | 60% |
Actual Retention graph in the industry
Industry retention graph flattens around 60% - 65% . Among all the OTT platforms, Netflix has the highest retention. Assuming JioCinema + Disney+ Hotstar merger, we can assume that the latest retention must have improved (combining users of both the platforms)
JioHotstar retention and viewership might fluctuate during IPL
Broad reasons for Churn:
- Multiple free plans available
- Content library can feel overwhelming due to variety of content
- Seasonal content (IPL)
Reasons for Churn
Voluntary Reasons
- Content fatigue from the content library and not being able to decide what genre/movie to watch after a hectic day. Many users might see drama content more often - These users browse heavily but struggle to find fresh, relevant content
ICP and User segment affected: Weekend Binge watchers; Core User/Power User
Channel to drive retention: In-app recos: “Your Weekend Picks”; Push on Sat morning with new content, Email push notification - Moviegoers and nerds might get access to a lot of spoilers before even watching the content
User segment: Core User
ICP: Movie enthusiast and pop culture nerd
Channels to drive retention: Social media sync alerts: “Watch before it trends” - Cricket enthusiasts may drop off post IPL season - These users typically join the platform during high-stakes sporting events like the IPL or ICC tournaments, primarily for free access to live matches. However, their engagement is seasonal and short-lived, driven by event-based excitement rather than sustained platform value
User segment: Casual User
ICP: Cricket Enthusiast
Channel to drive retention: Email push notification about alternate options - Ads interrupting multiple times even for a 20 min episode
User segment - Casual/ Core tier 2 users
ICP: All
Channel: Nudges to upgrade to premium via Email - Abundance of other OTT platforms with high quality content and easy discovery. JioHotstar requires a quite a bit of digging to discover highly rated content
ICP: All (mainly movie enthusiasts and pop culture nerds)
User segment: Core and Power users
Channel: Social media and Email push notification about the highly rated content - Attempt to reduce screen time
User segment and ICP: All
Channel: Email notification updates about short documentaries, mini series etc
Which ICP is most likely to churn?
Cricket Enthusiasts post IPL: They are seasonal binge watchers
Most likely reasons of churn: Casual User due to ad interruption
Involuntary Reasons
- Subscriptions auto-cancelled due to financial downturns.
ICP and user segment: All (Tier 2 users but it could be anyone)
Channel: Promote ad-supported premium content (no subscription required) - Might not check email push notifications
ICP: Family person
Channel: Whatsapp Nudges "We miss you" - Family priorities and getting busy with work
ICP: Family person, Cricket enthusiasts or weekend binge watchers getting tired and choosing other alternatives
Channel: Whatsapp/Email notifications - Addicted to short-form content leading to a short attention span
ICP: Weekend binge watchers, Real binge watchers
Channel: Email, Social media nudges mini series, short form content (Mini documentaries, series etc) - User might relocate to a region with poor Jio network/connectivity issues
ICP: Tier 2/3 users or 1 users relocating; could be any ICP
Channel: Email push notifications about latest plan (low data mode etc)
Which ICP drives the retention?
ICP which drives maximum retention:
Family person, Weekend binger watcher and Real binge watcher drives maximum retention
Core and Power Users likely to drive maximum retention
Reasons:
- OTT nerds: Likely to use the platform frequently (daily/weekly), forming viewing habits, a key retention factor
- Content: Values original and exclusive shows, indicating loyalty to specific content types.
- Price Sensitivity: Willing to pay for uninterrupted access (premium tiers)
- Engagement Depth: Tends to explore multiple genres, enabling better personalization (watchlists, recommendations).
- More Likely to Churn only if: Content quality drops or another platform wins exclusive IPs
User Insights
ICP | Frequency | Content affinity | Price Sensitivity |
Binge watchers : Weekend and Real binge watchers | Real binge watchers tend to engage with the platform daily or multiple times a week, especially during free time or while multitasking. Many users describe streaming as part of their night-time routine, suggesting a habit loop | These users actively seek out new shows and are particularly drawn to exclusive IPs, originals, and fresh drops. Their FOMO around trending content keeps them engaged | Binge watchers are often less price-sensitive and more willing to subscribe for ad-free or early access to content. Their priority is uninterrupted viewing over saving on subscription fees |
Family person | The Family Person segment includes users who watch content with their spouse, children, or parents. Their engagement is driven by shared experiences, not just individual entertainment | This ICP values content that is family-safe, dubbed in local languages | This segment responds well to bundled offers, such as Jio plans |
Which acquisition channels drive retention?
- Direct - Frequent direct visits indicate that JioHotstar has become a habit or a part of daily life. This habitual use indicates stickiness which drives retention. These users often return without being prompted, making direct traffic a critical signal of organic retention. The stronger this channel, the less reliant the platform is on constant re-engagement efforts, leading to sustainable long-term loyalty
- Socials - Drives FOMO and converts active scrollers to viewers. Memes, trailers, behind-the-scenes clips, or match highlights often prompts users to re-engage with the platform. Social content works on emotional and cultural triggers - whether it's FOMO for a trending show, peer recommendations, or live engagement during a major event. While social traffic may not always convert into immediate logins, it plays a vital role in reactivating dormant users and maintaining a presence in the user's media ecosystem. This helps drive episodic and campaign-based retention
- Email (Push notification) - Personalized nudges like “New episode out” or “Match starts in 15 mins.” This drives episodic retention. Email and push notifications are essential for delivering personalized reminders and content updates at the right time. These channels work best for driving retention among users who may not habitually open the app but are still interested in the content
What features drive retention?
- Freemium Access
Free, ad-supported premium content reduces entry barriers and keeps users engaged. - Regional & Multi-Language Content
Wide language variety builds emotional and cultural connect, enhancing stickiness. - Personalized Recommendations
Smart suggestions and “continue watching” rows reduce decision fatigue and drive repeat usage.
What are the negative actions to look out for churn?
Negative actions | Implications | Churn probability |
No engagement with Email alerts | User is intentionally opting out of engagement prompts. They don’t want to be reminded, nudged, or disturbed - often a signal of disengagement or overload. | Medium-High |
Usage dropping | Consistent decline in session duration reflects waning interest, either due to content fatigue, better alternatives, or lack of relevance | High |
No redirection post email push notifications | User opens emails but doesn’t engage with the app afterwards. This may mean the CTA isn’t compelling, or they’re passively consuming info without intent to act. The retention strategy needs fine-tuning. | Medium-High |
Auto pay cancelled | Proactive opt-out is a direct churn indicator. Requires urgent win-back effort | High |
No Engagement With Trending Content | User is disconnected with the trending content | Medium |
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