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- Details about complete challenge
Lio, a leading telecommunications provider in India, is planning a strategic merger with Jotstar, one of the country's most prominent streaming platforms. The merger aims to integrate LioCinema’s expansive subscriber base with Jotstar’s diverse content library to create the leading OTT platform in India.
This project involves analyzing the performance and user behavior of both platforms over the past year (January to November 2024) to provide insights that will guide strategic decisions post-merger.
The merger between LioCinema and Jotstar presents a unique opportunity to:
- 🎬 Optimize content strategies
- 📈 Improve subscriber engagement
- ⚡ Enhance overall platform performance
To achieve these objectives, the management team at Lio requires detailed analysis of:
- 📚 Content Library: Understanding content diversity, genre popularity, and runtime trends.
- 👥 Subscriber Insights: Trends in subscriber acquisition and demographic variations.
- ⏳ Inactivity Patterns: Identifying inactivity across different age groups, city tiers, and subscription plans.
- 📊 Upgrade & Downgrade Trends: Analyzing factors influencing subscription plan changes.
- 📺 Content Consumption Behavior: Investigating watch time patterns, device preferences, and demographic variations.
- ✅ Perform a thorough analysis of the datasets from both platforms.
- ✅ Identify trends and patterns in user behavior, content consumption, and subscription changes.
- ✅ Design a comparison dashboard that visualizes key insights effectively.
- ✅ Present findings in a compelling way to help stakeholders make data-driven decisions.
The project uses sample data from two databases: LioCinema_db and Jotstar_db, each containing three key tables.
content_id: Unique identifier for each content item.content_type: Type of content (e.g., Movie, Series).language: Language in which the content is available.genre: Genre of the content (e.g., Romance, Action, Drama).run_time: Duration of the content in minutes.
user_id: Unique identifier for each subscriber.age_group: Age group of the subscriber.city_tier: City category of the subscriber.subscription_date: Date when the user subscribed.subscription_plan: Initial subscription plan.last_active_date: Most recent activity date.plan_change_date: Date of subscription plan change.new_subscription_plan: Updated subscription plan.
user_id: Unique identifier for each subscriber.device_type: Type of device used to consume content.total_watch_time: Total time spent watching content (mins).
content_id: Unique identifier for each content item.content_type: Type of content (e.g., Movie, Series).language: Language in which the content is available.genre: Genre of the content (e.g., Romance, Action, Drama).run_time: Duration of the content in minutes.
user_id: Unique identifier for each subscriber.age_group: Age group of the subscriber.city_tier: City category of the subscriber.subscription_date: Date when the user subscribed.subscription_plan: Initial subscription plan.last_active_date: Most recent activity date.plan_change_date: Date of subscription plan change.new_subscription_plan: Updated subscription plan.
user_id: Unique identifier for each subscriber.device_type: Type of device used to consume content.total_watch_time: Total time spent watching content (mins).
- 📌 Detailed Data Analysis: Comprehensive insights into content trends, user behavior, and subscription changes.
- 📌 Comparison Dashboard: A visual representation of key performance metrics across both platforms.
- 📌 Presentation: A well-structured presentation with actionable recommendations for the merger strategy.
- LioCinema shows steady growth, while JotStar experiences fluctuating user acquisition trends.
- A noticeable spike in JotStar's new subscribers in mid-2024, likely due to content releases or marketing campaigns.
- LioCinema maintains a consistent upward trajectory, suggesting strong user retention.
- Leverage LioCinema’s retention strategies to stabilize JotStar’s fluctuating growth.
- Analyze mid-2024 spike factors and replicate successful strategies across platforms.
- JotStar has nearly 2x more content than LioCinema, with higher average watch time.
- Genre Distribution:
- LioCinema is drama & comedy-heavy.
- JotStar has a more diverse mix (action, thrillers).
- Some genres are missing: Adventure, Fantasy & Sci-Fi (LioCinema), Crime & Horror (JotStar).
- Language Availability:
- LioCinema focuses on Hindi, Tamil, Telugu.
- JotStar covers a wider regional spectrum, including English.
- Content Type & Runtime:
- JotStar has a larger series library, while both focus on movies.
- Minimal sports content on LioCinema.
- Expand missing genres for a comprehensive library.
- Balance language offerings—JotStar can increase Hindi/Tamil/Telugu, while LioCinema expands regional content.
- Strengthen sports & long-form content to attract diverse audiences.
- LioCinema has 4x more users than JotStar, with a strong presence in Tier 3 cities (43%).
- JotStar dominates Tier 1 cities (56%).
- Age Distribution:
- LioCinema attracts younger users (18-24 years).
- JotStar’s core audience is 25-44 years old.
- Subscription Trends:
- LioCinema’s free plan dominates, while JotStar has balanced adoption of VIP, Premium, and Free plans.
- Targeted cross-promotions—Convert LioCinema’s free users to JotStar’s paid subscribers.
- Expand regional content to attract LioCinema’s Tier 3 users.
- Offer tiered pricing & bundled plans to cater to different age groups.
- JotStar has higher engagement (85% active users) vs. LioCinema (55%).
- Younger users (18-24) are most active on LioCinema, while 25-34 is the most engaged group on JotStar.
- Plan-Based Activity:
- LioCinema’s free users are active, but premium users show higher engagement.
- JotStar’s VIP & Premium plans have 93% engagement.
- Use JotStar’s engagement tactics to increase active users on LioCinema.
- Create tier-based retention strategies for different user segments.
- Convert LioCinema’s free users into paying subscribers using JotStar’s engagement model.
- JotStar users have significantly higher watch time than LioCinema across all tiers.
- Tier 1 users have the highest watch time on both platforms (JotStar: 131 hrs, LioCinema: 35 hrs).
- Device Trends:
- Mobile is the dominant device.
- JotStar users spend 4x more time on mobile than LioCinema users.
- Higher TV & Laptop engagement on JotStar.
- Implement engagement strategies from JotStar to increase watch time on LioCinema.
- Prioritize mobile-first content & optimize UI for better retention.
- Promote big-screen content to enhance premium viewing experiences.
- LioCinema’s downgrade rate is nearly double JotStar’s (11.37% vs. 6.15%).
- Tier 1 users downgrade the most on both platforms, with LioCinema seeing a sharper drop (16%).
- JotStar’s downgrade rate is increasing, while LioCinema’s is improving.
- Improve content & engagement strategies to reduce downgrades.
- Investigate JotStar’s rising downgrade rate and introduce retention incentives.
- Develop personalized retention strategies for different city tiers.
- JotStar has a much higher upgrade rate (9.74%) than LioCinema (1.13%).
- Upgrade Behavior:
- LioCinema users move from Free → Basic (50%).
- JotStar sees VIP → Premium upgrades (65%).
- Tier 1 dominates LioCinema’s upgrades, while JotStar upgrades are highest in Tier 2.
- Improve LioCinema’s Free-to-Premium conversion strategies.
- Investigate JotStar’s declining upgrades & introduce pricing/loyalty offers.
- Optimize city-tier-based monetization based on upgrade trends.
- LioCinema has a higher free user base (57.3%), while JotStar has a stronger premium mix.
- Age Trends:
- LioCinema’s free plan dominates all age groups.
- JotStar has a balanced split between Free, VIP & Premium.
- Implement targeted upselling strategies to convert LioCinema’s free users.
- Align subscription models post-merger to improve retention.
- Introduce city & age-based pricing strategies.
- JotStar leads in revenue (₹51.52M) vs. LioCinema (₹20.28M), but JotStar’s revenue is declining, while LioCinema’s is growing.
- City Contribution:
- JotStar’s revenue is Tier-1 driven (66%).
- LioCinema has stronger Tier-2 traction (39%).
- Age Group Impact:
- LioCinema’s 18-24 users contribute the most (40%).
- JotStar has a balanced revenue split across age groups.
- Leverage LioCinema’s growth momentum to stabilize JotStar’s revenue decline.
- Develop tier-based monetization strategies post-merger.
- Expand youth-focused premium offerings on LioCinema.
- Boost engagement through regional content expansion & AI-driven personalized recommendations.
- Gamification & rewards to incentivize loyalty.
- OTT Bundles & Telecom Partnerships to expand reach.
- AI-powered recommendations & multilingual UX to improve retention.
- Strategic brand ambassadors for mass appeal (e.g., Shah Rukh Khan, Alia Bhatt, Bhuvan Bam, regional stars).
This project provides critical insights into LioCinema and Jotstar’s performance, subscriber behavior, and content trends. The findings will help management optimize content strategies and enhance user engagement post-merger, positioning Lio-Jotstar as a dominant player in India's OTT market.
- Power Query: For data cleaning and transformation.
- Power BI: For interactive dashboard creation.
- Canva: For presenting insights to stakeholders.
- Figma: For dashbaord wireframing.
- Flaticon: For icons
- Adobe Stock & shutterctock: For images
- Data Analysis
- Visualization
- Critical Thinking
- Business Strategy
- Communication