Still wasting time searching for where to watch that new OTT show/movie everyone is talking about?

And even when you find it then paying for a year to subscribe to that one App or watching those one or two shows?

With Tata Play Binge, now you can enjoy all your favourite OTT Apps at just one place and that too with monthly plans starting at just 199/month. You can access all content from 35+ OTT Apps like Amazon prime video, Hotstar, Zee5 etc in just one App & thats not all - you can choose what apps you want in your plans or take the fully loaded plan. Unlike your Broadband or telecom plan, Binge offers one App interface to search and watch all your OTT content at one place, so top 10 across Apps, all the Sports across apps, your favourite Originals across Apps - ALL at one place and that too on a screen of your choice. So what are you waiting for? Go download the Tata Play Binge App now from the Play store/App store NOW & sit back & BINGE !!

Understanding the ICP

B2C Table

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We have multiple users of a product and not all of them can be our ICP for whom we make our strategies, we need to prfioritize. ICP 3 and ICP 4 have been prioritised

ICP prioritisation table

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​Understanding Core Value Proposition

For OTT enthusiasts who want to watch unlimited OTT content but not have to go through pain of finding which App the content is on and managing multiple apps, Tata Play Binge is an OTT Super App that provides a one stop destination for watching all your OTT content at one place and that too on a screen of your choice.

So stop searching and start Bingeing!!

(Let's begin by doing a basic competitor analysis)

Size of Market

TAM = 40 mn users x 2.5 Apps X 800 = 10000 cr annually (source : Statista)
SAM = 10000 cr x 10% = 1000 cr (10% users are subscribed to more than 3 Apps: Source: Ormax)
SOM = 1000 cr x 40%= 400 cr

Source: https://www.ormaxmedia.com/insights/stories/a-rise-in-avod-audience-fuels-indias-ott-growth.html

Source: https://www.statista.com/outlook/amo/media/tv-video/ott-video/video-streaming-svod/india?currency=USD

Designing Acquisition Channel

Organic , Paid ads and content loops will be prioritised.

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Organic Channel

The current organic strategy for Tata Play Binge seems to be riding on getting the basic brand searches right and also building content through social media. Their website ranks well on Brand searches but not so much on content searches or generic keywords.

https://www.google.com/search?q=tata+play+binge&rlz=1C5CHFA_enIN1055IN1055&oq=tata+play+binge&gs_lcrp=EgZjaHJvbWUqCggAEAAYsQMYgAQyCggAEAAYsQMYgAQyBwgBEAAYgAQyBwgCEAAYgAQyBwgDEAAYgAQyBwgEEAAYgAQyBwgFEAAYgAQyBwgGEAAYgAQyBwgHEAAYgAQyBwgIEAAYgATSAQk1Mzk2ajBqMTWoAgiwAgE&sourceid=chrome&ie=UTF-8

Keyword research

https://docs.google.com/spreadsheets/d/1skPcVeranorHjKCKD84dyLMgoevdsthk1eG5xYOnOL8/edit?usp=sharing. (link for all keywords analysed)

The ICP searches broadly the following categories of keywords on google:

1. Brand keywords (Tata Play Binge and associated keywords)
2. OTT partner searches (prime video, hotstar, zee5 and associated ).
3. Content title searches( Ind vs Aus , Bandish Bandits, Panchayat etc)
4. Generic searches like top OTT shows , trending OTT shows, top tamil movies etc

Identifying gaps and opportunities

Brand keywords - combination of Tata play Binge, tata Binge , tata sky binge generating most of the searches (average 1L in a month). The brand is featuring well there and doing most things right. No Action Needed

OTT App searches - All OTT partner or content+ OTT partner searches. Lot of searches happening for the OTT partners and mostly the App partner SEO is very strong and also the authenticity goes to them. The Brand page doesnt feature in most searches organically and hence the Brand needs to create some backlinks and content pages for each OTT App in their own website www.tatalpaybinge.com

High effort , Low returns. Not to be pursued

Content title searches

Search volumes depend on the buzz of the content title. Typically the results go to content partner or a lot of review/news sites and then below the fold is where the other results come but most are just about content. However barring marquee titles , the life of the search volumes is really low and tapers within a month.

High effort , Low returns. To be pursued only for marquee title releases

Generic Searches

Generic searches also have a substantial search volumes and the results are largely for blog sites and review sites only. High volumes and less competition.

High effort, High Returns. To be pursued

Deep diving into Generic searches

Search Pattern

How people search

Website URL is already in sections with these genres/categories and languages which is a good sign. There are also lot of individual pages for languages etc

Bucket Overview

Sports

Tournaments

Strategy for Sports : While the section for Sports exists on the website , there are no pages which are sports specific or even tournament specific and needs to created more of. So while there are rails of specific live matches and key tournaments but there are not landing pages of the tournaments and players

Action: To create landing pages for key cricket & football tournaments.

Cricket - IPL, World cup, India matches. And have a tournament scheudle, player details etc

Football: Same needs to be done at-least for football also - esp UEFA, English Premier league and Bundesliga. Should have mention of matches, players, clubs and trivia around it

example: https://www.sonyliv.com/sports/football-uefa-champions-league-1700000773

Source:

https://www.tataplaybinge.com/sports

Movies:

Largely driven by either titles or languages

Top Languages in movies

Strategy for Movies : The movies section on the website is laid out well and brings out the latest releases and sections including language and genre, however they are still not ranking well. https://www.tataplaybinge.com/movies

Action: To create landing pages for language movies and listicles

Top OTT movies

Create landing page and write content :https://sanskarsavvy.com/news/2024s-top-indian-ott-movies-the-latest-must-watch-hits/

Language+ OTT keyword is working well for Binge.

https://www.tataplaybinge.com/movies/lang/hindi

https://www.tataplaybinge.com/movies/lang/telugu

Langauge+ listics + movies is the other big opportunity and need dedicated pages

Hindi Movies, top hindi movies of 2024, Hit hindi movies

Telugu movies , top 5 telugi movies

Content writing will have to be done for the landing pages. Few examples below

https://www.indiatoday.in/movies/bollywood/photo/top-10-bollywood-movies-of-2024-and-their-box-office-2603601-2024-09-20

Content Loop

(Keep it simple and get the basics right)

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Step 1 →

User behaviour - The high end heavy OTT watchers spend a lot of time online esp on platforms like Instagram and Youtube. Infact most of their choice of which content to watch comes from surfing reaction videos on trailers or shows on youtube/Insta, following the OTT app pages on insta, reading about reviews from iMDB/Redditt/rotten tomatoes and the last but an important one being reviews/recommendations from friends.

Tata Play Binge would want to use the last insight as the big content loop idea where we want to entice and enable users to become content experts and recommenders.

Content Loop : Bingeditfirst

Idea : Customers will be prompted to rate/review the newly released show while earning badges of different levels of Expertise and also telling them if they are the first ones to watch the show so should let their friends know. Could be in video or text formats.

The Loop:

Hook: Brag about that new content you watched with your friends and family. Rate and share your review to help them decide what to watch and earn Expert review points. The points will decide your status and also the fact that you will come on top when customers will look for recommendations within the App(eventually the points can also be redeemed to get subscription or other benefits)

Content Creator- Users

Content Distributor- Users+ Brand

Channel of distribution: WhatsApp/Instagram as well as IN-product(shared Bingelists)

For New content

Step 1 - User comes to the App and watches a new content

Step 2- Once the user has finished the content , he/she is prompted to rate and share the review with a hook of points. It also prompts them with nice one liner reviews for the show alongwith his name /picture(phase 2 can have videos)

Step 3 - User can select to do it or not and if they say yes, they will choose the rating and review from the suggested list

Step 4 - User is asked to share the review by throwing all social media options (Insta/Whatsapp etc)

Step 5 - User sees a thankyou note with some Bpoints credited to him

Step 6- User is also asked if they want to share the rating/review on the App itself

Content loop For Bingelists

Customers would be prompted to create(Brand will help create it) and share their Bingelists either privately with friends(on Whatsapp) or publicly on their social media). They would also be asked if they want to publish their Bingelists within the product for others to see. This Bingelist moves to a section we create on App called as Expert Bingelists for the app users to see and play with

Hook: Be the Content Guru. Share your Bingelist and let your friends know what to watch . On sharing you will get Bpoints which will decide your status and also the fact that you will come on top when customers will look for recommendations within the App(eventually the points can also be redeemed to get subscription or other benefits)

Content Creator- Users

Content Distributor- Users+ Brand

Channel of distribution: WhatsApp/Instagram as well as IN-product(shared Bingelists)

Step 1 - User comes to the App and based on past history or basis users choice, (basis a few genre ,actors combination), a bingelist is created. So for example since user watch a lot of thrillers in past , Binge can prompt saying here is your Thriller Bingelist OR the user can be prompted to create a Bingelist by simple taps on favoirte genre , actors , language etc

Step 2 - User will be asked to publish his Bingelist with a hook of Bpoints. It also prompts them with nice one liner reviews for the show alongwith his name /picture(phase 2 can have videos)

Step 3 - User is asked to share the Bingelits by throwing all social media options (Insta/Whatsapp etc)

Step 4 - User sees a thankyou note with some Bpoints credited to him

Step 5- User is also asked if they want to share the Bingelist on the App itself

Step 6- This Bingelist moves to a section we create on App called as Expert Bingelists for the app users to see and play with. The more peopel see it the better the expertise level and they can use it to brag on social media or earn points.

(Understand what is already being done, what is working out well and what needs to be stopped)

Currently , Tata Play Binge has been using paid advertising on Google search , App store and Meta. Most searches seem to be coming from top 20 cities

The search volumes have grown in the last 12 months and seems like the SEM is working well and happens due to two factors

1. Content release
2. Value from aggregation

CAC: LTV ratio for Binge - 1:3. ( have arrived basis avg tenure of 4 months and the current margins on the product and expected CAC for mentioned channels)

ICP : Young adults(25-34), with high entertainment budget(more than 1000 rs on content consumption) and subscribed to more than 3 Apps.

Behaviour :Typically go to google search to find which app the content is one and read reviews before deciding to watch the content or buy subscription. They hate spending this time searching and woukd rather spend it watching something

Advertising Channels

Google search (SEM)- both brand keywords and title/Ott keywords

App store search (UAC campaigns)

Meta

Marketing Pitch:

With Tata Play Binge App , get content of all your favourite OTT Apps at one place and watch it on any screen of your choice. So Stop searching, Start watching

Messages for different customer segments

Seg 1 : Young Adult interested in Sports

Watch all your crickets matches without having to go to different Apps. Get 36+ OTT Apps in one Tata Play Binge App

Watch all your favourite football matches without having to search for which App it is on. Get 36+ OTT Apps in one Tata Play Binge App. Plans starting just at 199

Seg 2: Young adults interested in new releases/movies

Get 36+ OTT Apps in One App with Tata Play Binge and enjoy unlimited originals, movies, webseries with plans starting just at 199.

Seg 3: Value conscious families

Choose the OTT Apps your family likes and watch it all at one place with Tata Play Binge. 4 OTT Apps of your choice at just 199

36+ OTT Apps in One Binge App. You and family can watch it simultaneously on different screens at the same time. Plans starting just at 149

Step 6 Design at least two ad creatives (e.g., images, sketches, videos, text ads) that reflect your marketing pitch.

Since the product is already available on all devices which are the most obvious used case like Smart TVs, firetv stick, mobile, laptop, pads etc - there isnt too much of a need gap in terms of product integration. Also use cases which can be thought of in terms of while travelling in a cab etc are already been catered to via the mobile where you can watch or while travelling on airplane where you can download and watch and is already an established behaviour.

Can still do consoles in uber/ola or think of integration in products like Bookmyshow but the effort is very high and the returns would be very low. Hence skipping this section.

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User stories which define happy moments

How will users discover the Refer & Earn page

1. On -screen nudges on the App after the happy moment has occurred
2. Whatsapp/Email to users with the benefit statement
3. Hamburger menu can have the Refer n Earn section
4. In-app notifications
5. Push notifications

Platform Currency : Subscription discount

2. 1. Would be laddered where for 1st 5 referrals(Level 1) it will be 100 rs discount for both on next month subscription and 5% cash back for referrer every consecutive month the referee renews ,
   2. for 5-10 (level 2),RS 150 off for both referrer & refreree and 10% cash back every consecutive month the referee continues
   3. And post 10 it will be one month free for referrer & 200 rs off for referee. Also teh referrer gets 10% cashback every consecutive month the referee continue

Referral Sharing & Communication

When the happy moment happens on the App, customer will see the nudge which will talk about the referral benefit

Level 1: Get 100 rs discount on your next month subscription. Refer Binge to your friend by clicking below and they also get Rs 100 off on their subscription.

Whastapp Now

Example: Cred

How will they track

There will be an option in hamburger menu of refer and earn which have a landing page having options of

Refer Now

Manager referrals

See how much have you earned

When a customer goes to Manage referral , they will see a list of people they have referred and status of subscirption?

They can also renudge the referee via whatsapp (different messaging nudges will be created for the user to chose from)

Referral landing page

The landing page will have a banner of the Refer and now benefit.

It will also talk about the level customer is on on refer an earn

It will show the score care of freinds invited and status against each

They can also renudge the referee via whatsapp (different messaging nudges will be created for the user to chose from)

Multiple marketing messages to invite more friends