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Company - JioCinema

Parent Company- Viacom18 + Jio (Reliance)

Founded in- 2012

MAU- 230Mn+

JioCinema is an OTT platform that houses sports, movies , Tv shows and more. This is a freemium platform that allows users to access a variety of content for free and gives access to international titles, before tv content and other features at 29/month. The platform promises to have something for everyone - Hindi GEC shows,Hollywood movies, Anime, and Kids Cartoons as well.

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Let's Begin!

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Define the ideal customer profile (ICP)?

(Do user calls to understand the customer for your product and come up with at least two ICP's)

(There are separate tables for both B2C and B2B products, put down your your ICP’s in a Table Format, use this as a reference.
This table makes it super clear for anyone to understand who your users are and what differentiates them)

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B2C Table

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Define user goals and JTBD

Job To Be Done

• JioCinema is an OTT Platform that provides endless entertainment to Indians. It houses Indian and international shows, sports, and movies promising something for everyone on the platform.
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User Goals

What are they doing on and off the product?

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For ICP 1 and 2
Primary Goal- Personal Goals

A user will hire JioCInema to provide entertainment that will eventually lead to a feeling of happiness, relaxation, and excitement. It's a stressbuster for many and will continue to provide enjoyment to these users.


For ICP 3
Secondary Goal for JioCinema: Social Goals

A user might hire JioCinema as a platform to fit better in social conversations around pop culture. If there's a new IT show or a sporting tournament that people are talking about, users might consume this content on the OTT platform to feel included in their social circles.

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Onboarding Teardown​

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Onboarding- Website

1. User Searches For JioCinema.

Observations: ​

1. Different Communication- Paid vs Organic Search

Paid search (1) highlights the premium version and monthly subscription plan for JioCinema which is priced at Rs. 29/month. It talks about upgradation from the free plan. All subsequent plans also highlight Rs.29/month with different USPs like- Limited plan, Ad-Free Entertainment, Before TV premieres, & Watching Hollywood movies in their own language. ​

Organic Search Result (2) highlights the core value proposition of the platform - To watch Sports, Movies, Web Series, and TV Online in various languages. Subsequent links also talk about each content type in detail while including key tentpoles like Olympics and MTV Splitsvilla.

Comments:

The first thing a user sees is the sponsored link which fails to communicate that JioCinema is a freemium OTT platform, offering a range of content for free. Only select features like Hollywood content, Ad-free content etc. is additional in the premium version. This might alienate the audience that wants to consume entertainment for free leading to users dropping off right here, before even exploring the content inside. ​

Organic search displays the core value proposition of the product- with the range of content types offered in clear display along with the addition of key tentpoles that are active on the platform.

2. First Screen After Clicking The Link

Observations:

1. Emphasising on Clean Family-Friendly Content: As soon as a user opens the link, they are shown a message highlighting age-appropriate content is available on JioCinema and how to enable parental control. The Background shows the vast library of content available to any user.

Comments:

This pop-up feels a bit premature as the user has not even signed up on their profile or added any details. This information might not apply to a lot of users or might be ignored as this is coming very early in the user journey.

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​3. Home Screen

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Observations

1. Hero Carousel- The hero carousel features different kinds of content with the first click. It depicts MotuPatlu- a kids cartoon on the left and olympics highlights on the right with the centre occupied by a new show launch. The central picture has a premium icon on the top right along with the genre and language of the show mentioned below.
2. Network Tab- Just below the hero carousel, we see the channels available on JioCinema from the Viacom18 network. Everything from Hindi GEC, to youth, English entertainment, regional and kids entertainment are present here
3. Top Buttons- There are 14 buttons and more on top of the hero carousel to easily search trending content and important keywords that people might want to watch. This shows the range of content as well.
4. Topmost Tab-The tab has a prominent feature To Go premium (subscribe) followed by content buckets (sports, movies, tv etc.) and a search tab with the same copy - (To search for movies, shows or more)

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​Comments

1. All 4 parts display a consistent messaging - focussing on the range of content available on JioCinema. There is content displayed across genres, formats and age ranges - focussing that this is 1 app that has something for everyone essentially.
2. The GoPremium tab could also have the pricing mentioned right there to allow for user visibility and higher rate of subscriptions.
3. This home page isn't customised to a user's choice at all as JioCinema asks for no details while logging in. They let you explore the entire library first unlike other apps like Netflix that strive to provide a more personalised experience.
   

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ONBOARDING - APP (IOS)

1. Searching on the App Store

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Observations:

• The title shows JioCinema: Shows, Tv and Sports and a sub- headline "Sab Yahaan, Aur Kahaan)
• Also displays the latest premiere show added on the platform.
  

Comments:

• Consistent messaging displaying the platform's USP - offering all sports , movies and TV shows. The sub-head-"Sab Yahaan aur Kahaan" is new and is only featured on their app page, nowhere else in any communication.
• The key visual highlights the latest show on the platform. However, this could be better optimised by displaying a variety of titles from popular shows, sports, movies etc. to reinforce the message of all different kinds of entertainment available on JioCinema.

2. ​App Page

Observations

1. Screen 1: Highlights the Title and Key Visual
2. Screen 2-3: The new updates in a rhyming scheme along with a preview of how the platform looks on different apple devices (Iphone, Ipad and Apple TV)
3. Screen 3- 6- Highlights the app key features, range of content , key tournaments, and platforms messaging of everything available for everyone.

Comments

• The preview for each screen is a great addition to display that the platform is accessible across different devices.
• The App description is extremely detailed and covers a lot of things. This should be a bit more concise and limited to 4-5 paragraphs, with everything the user needs to know about the platform.

3. App Open (Home Page)

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Observations

• The home screen is similar to the web screen displaying the trending content, hero carousel, different channels available etc. The bottom tab highlights the range of content, with the middle button opening to browse more buckets like premium content, news, clips etc.

Comments

• The home screen is similar to the web screen with a small change. The bottom tab highlights the range of content, with the middle button opening to browse more content buckets easily (beyond what was available on the web)
• Unlike the web version, which had a subscribe button to watch premium content, the app display "Watch Now" giving no differentiation between premium and free content.​

4. Watching premium content

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Observations

• The premium content and payment is exactly similar to that of web, which is better optimised by the IOS payment process. ​

Comments

• The plan screen should include a free version screen that compares the free vs premium plan, giving users an idea of what they are missing out on.

5. Watching Free Content

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​non-skippable

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OBSERVATION

• User can start watching the free content without logging on, and directly clicking on watch now. The content starts with an ad- mapped to the language of the user's location.

Comments

• No differentiation between the action button for free vs premium content.
• No language preference asked to serve users relevant ads.

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Summary

• The JioCinema onboarding process is extremely simple considering its ICP range. (Cognitive load is minimal)
• Each action that a user should take to proceed for successful onvoarding has been highlighted in pink throughout the onboarding journey (Priming to click on the pink button)
• The user experiences an AHA moment when they see they are getting a subscription at a special price (even though it has been consistently the same price for over 6-8 months now)
• The onboarding could have a free vs premium subscription screen to let users know what they are missing out on.
• The app asks for no commitment for any user who comes on board and lets them explore easily. Even while accessing free content, you don't need to add a mobile number letting users try and experience the app first without any commitment.

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ACTIVATION METRICS

Hypothesis 1: Watching 15 minutes of any content in the first 24 hours of downloading the app/opening the web page.

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Since Jio Cinema is a freemium OTT Platform, people can watch content as a guest without paying or even logging in with their mobile numbers. With a very low monthly subscription rate, people are on the app to watch premium content should also easily subscribe and access the show they wanted to.

Hypothesis 2: Logging and Creating a Profile in the first 7 days

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Since JioCinema doesn't directly ask a user to login as they onboard, users might continue watching as a guest. However, for a better user experience- ana activation metric could be to urge the user to signup with their mobile number in the first 7 days

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​Hypothesis 3: Buying a 29/month subscription plan in the first 60 days of using JioCinema

JioCinema's free version has a ton of ads and a lot of premium content behind paywall. As the pricing for a monthly subscription is very low, a core user might want to pay that much money to access all the content for at least after using the free version for up to 45 days.

Hypothesis 4: Watching more than 1 content type in the first 2 weeks of using JioCinema

JioCinema's key USP and communication is being a one stop platform for various types of content -from sports, movies and tv shows- international titles, anime etc. and offering something for everyone. Thus, a key user metric could be to watch more than 1 type of content format in 7 days as a user explores the vast library of the platform.

Hypothesis 5 : Watching 10 mins of a JioCinema Original in 90 days

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An OTT platforms strives for differentiation basis the original content they produce and host. Across the hero carousel, web pages etc- JioCinema is showcasing its new original on prime estate. Thus, an important activation metric for a core user can be to at least explore and watch 10 mins of an original show available exclusively on JioCinema.

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Metrics to Track

1. Time Spent on the app (TSV) - TSV is a key metric for an OTT platform, indicating how much time a user spends on the app.
2. DAU/ MAU - Daily active users and Monthly active users indicate how many people enter the app/web ecosystem to watch content.
3. Video completion rate - Completion rate becomes a really important metric to track as this lets us know drop rate/churn rate while consuming content.
4. Titles watched - As JioCinema hosts a variety of content, no. of titles watched per user can be tracked to better the users recommendation.
5. Monthly sunscription rate - This can help us determine how many users are subscribing to the premium subscription and can additionally optimise CAC, ARPU etc.
6. Avod vs svod users : Determining how many users converted from AVOD to SVOD (free to paid subscription) will let us know the motivations and time taken for a free user to convert into a paid one.

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