E&R Project | Travelxp

📺 travelxp RED

a subscription-based streaming service offering on-demand access to a vast library of captivating travel shows, bite-sized travel documentaries, and globetrotting entertainment from travelxp channel and its sister networks. The subscription offers a way to enjoy this content anytime on all your devices.

travelxp red enables users to watch global travel infotainment content, particularly exploring places of geographical, historical, cultural, and religious significance at their convenience.

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💫 the RED experience

users can easily subscribe and browse to access over 300 unique travel stories told over the past decade at the highest quality on all devices.
curated playlists help them discover and watch new content related to the themes they love.
they can also add up to 4 additional users enabling them to share their access with their family members.
users can watch their favorite shows in English, Hindi, Tamil, Telugu, and Bengali.

there are 3 plans that the users can subscribe to

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👟who is an active user?

a user who watches at least 2 episodes in 15 days on the platform is considered active

💎selection of engagement framework

engagement framework	key tracking metric	selected	rationale
frequency	number of watch sessions	NA	users could have multiple sessions without spending significant enough time to engage with the content
depth	video completion rate	primary✅	completion rate helps understand user engagement and how well the content delivers on its promises (CVP fulfillment)
breadth	number of content titles consumed	secondary	this defines how the user is curious to watch more varied content increasing the value of the product for the user

video completion rate is chosen instead of watch time since it indicates whether the user enjoys the content.

A user could skim through 5 videos spending <5 minutes on each and have a watch time of 20 minutes while another user could watch a single video of 20 minutes.

The latter signifies an exponentially higher degree of engagement as the user is engaged enough to invest his entire watch time in a single piece of content.

🪣user segmentation based on engagement

The users are categorized into three different groups based on their engagement

user segmentation	frequency	breadth	depth	features they value
casual users	at least 2 watch sessions in a week	at least 3 unique show categories in a month	1 episode completed per week	discovery through curated catalogs and playlists continue watching
core users	more than 5 watch sessions in a week	more than 5 unique show categories + adding shows to the watchlist in a month	4 episodes completed per week	all of the above their favorite shows in multiple destinations multi-lingual content add to watchlist multi-device support
power users	more than 15 watch sessions a week	more than 10 unique show categories + adding shows to the watchlist + rewatch percentage more than > 20%	7 episodes completed per week	all of the above same plan, multiple users relatable hosts

🎚️natural frequency of the core action

casual	core	power
fortnightly	weekly	daily

🪴engagement campaigns

segmentation of user type	casual	casual	core	core	core
goal of the campaign	increase the episodes watched per week	average watch time on multiple devices	add more users to the plan	new show suggestions based on previous history	increase content consumption through show host affinity
campaign pitch	dive deeper! explore more with brand new episodes on travelxp!	binge without limits! watch travelxp on your TV now. download the app.	family fun awaits! share your travelxp subscription and unlock more screens.	discover your next adventure! travelxp recommends shows you'll love.	have you checked out this
offer	novelty of episodes	make full use of your subscription	Share your love for travel with your family at no extra cost	curated shows	curated shows
frequency/timings	alternate days after 24 hours of the last watch session	weekly after completing 5 episodes	weekly after the first show completion	alternate days after 24 hours of the previous watch session	weekly
success metrics	average episodes watched per week	increase in average device count per user	increase in users per plan	increase in video completion rate for recommended shows	increase in video completion rate for recommended hosts

❤️retention analysis

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the retention curve is based on the core action of 2 episodes watched per fortnight. The curve flattens between 5% - 6% of total subscribed users after day 60.

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Acquisition through the linear TV channel leads with 8% retained users while subscriptions attributed to social media trails at the bottom with 2% retention.

Of the total retained users, 9% were power users, 74% were core users, and 17% were casual users.

☹️top reasons for user churn

Some shows are unavailable on the platform: A majority of our users have been with us for the past decade, and want to reminisce and watch all the past shows as well. Due to some constraints 25% of the old shows are still in the process of being uploaded.
Competition: Major OTT platforms take up a lot of viewing time of the users which tends to create a lack of interest in the slow-paced travel-related content.
Genre Exhaustion: Users looking to watch content in specific genres, languages, or regions that they are interested in usually exhaust the content library after which they are not interested.
The app is available only in India: The user is not able to continue using the subscription once they go out of India which deters the users from subscribing again.

Voluntary Churn	Involuntary Churn
Show unavailability	Competition
Genre Exhaustion	Change in geography

negative actions by the users

Unsubscribing from the recommendations on email and WhatsApp
Increase in the number of support tickets
Increase in the number of app crashes
Removing users from the plan
Removing recurring payment mandates
Increase in content searches returning no results
Negative App Store Review
Decrease in the number of shows added to the watchlist
Lower CTR for show recommendations
Increase in sessions started vs videos started

⚰️resurrection campaigns

segmentation of user type	power	core	casual	casual	power
the goal of the campaign	inform the users of old shows being uploaded	increase content genres	increase video completion rate for new genres	increase types of content genres consumed	increase types of content genres consumed
campaign pitch	reminisce your favorites on travelxp! New episodes are now available	Check out the most-watched shows on Travelxp	Watch the brand show about Maharaja Express!	Did you know how the oldest library in Paris functions?	Check out the most viewed episodes on Travelxp!
offer	2-month free subscription	1-month free trial	1 show pass - free subscription	1 show pass - free subscription	2-month free subscription
frequency/timings	weekly	weekends, evenings	weekly	weekends, evenings	weekly
success metrics	increase in the video completion rate for recommended episodes	increase in the number of content types consumed	increase in the video completion rate for new shows	increase in the video completion rate for recommended episodes	increase in the video completion rate for recommended episodes