Case 4 (Group 1)- PRD

DesiFever ( Har Jagah ki kahaniyan! )

Problem Statement:
Existing streaming platforms in India lack a holistic approach that combines both User Generated Content (UGC) and
Diverse Regional Content, making it challenging to cater to diverse user preferences, especially in Tier-2 and Tier-3
cities. The goal is to create a platform that seamlessly integrates UGC and Premium Content, offers a variety of
revenue models, and ensures personalized content recommendations.

Discovery Data:
Market Data: Existing platforms fail to provide a unified experience for UGC and Diverse Regional Content.

Case 4 (Group 1)- PRD 1

 User Behavior: Users prefer diverse content options based on mood and language preferences.

Competitive Analysis:
Criteria DesiFever Zee5 Sony Liv Discovery+ Hotstar Netflix

- Seamless
integration of - Holistic
- Established - Extensive
UGC and Quality approach with - Niche content
brand - Strong sports library of high-
Content. diverse content. focus on
recognition. content and live quality
- Advanced - Exclusive documentaries.
Strengths - Diverse events. international
recommendation. partnerships for - Global brand
content library. - Established content. - Global
- Regional popular shows. recognition in
- Strong regional user base. brand
content and - Well-integrated factual content.
content focus. recognition.
language platform.
categorization.

- May face
- Limited brand competition in
recognition - May face exclusive - Challenges in - May face - Higher
initially. challenges in content acquiring challenges in subscription
Weaknesses - Potential offering a acquisition. exclusive non- integrating a pricing
challenges in comprehensive - Challenges in fiction content comprehensive compared to
acquiring a vast UGC platform. securing initially. UGC platform. DesiFlix.
content library. partnerships
initially.

Why are we solving this problem and not something else?

The opportunity lies in offering a comprehensive streaming experience that bridges the
gap between UGC and Diverse Regional Content, capitalizing on user preferences, and
maximizing revenue potential for both the platform and content creators.

Pain Points:

User Pain Points:

1. Content Overload: Users may feel overwhelmed by the sheer volume of content, making it challenging to discover
content aligned with their preferences.

2. Connectivity Challenges: Users in areas with poor internet connectivity may face difficulties streaming content
seamlessly.

3. Language Barriers: Users might struggle to find content in their preferred regional languages.

4. Platform Navigation: Users may find it confusing to switch between UGC and regional content or navigate the
platform effectively.

Creator Pain Points:

1. Limited Resources: Lack of resources available to help creator create content. They may vary from internet
connectivity, creator tools, funds etc.

2. Lack of exposure: Lack of knowledge to create content, not able to keep abreast with latest trends in
video/content industry.

Case 4 (Group 1)- PRD 2

 3. Content Moderation Challenges: Creators may face frustration if their content is flagged or subjected to
moderation.

4. Uncertain Revenue: Creators may experience uncertainty regarding their earnings, particularly with revenue-
sharing models.

5. Discoverability Concerns: New and smaller creators may struggle with visibility and discoverability on the
platform.

High-Level Solution:
DesiFever: Welcome to DesiFever, a one stop shop platform which integrates UGC & Platform generated &
acquired content where Users will be able to watch both types of content basis their language, genre and
region

Target Personas:

Persona Age Pain Points

- Limited access to age-appropriate content.

Content Enthusiast 16-20 years - Difficulty finding curated recommendations for
niche cinema.

- Limited access to classic cinema content.

Cinema Enthusiast 31-50 years - Difficulty finding curated recommendations for
niche genres.

- Insufficient resources (creator tools, knowledge),

for aspiring filmmakers.
Aspiring Content creator 21-30 years
- Limited opportunities for exposure and
networking.

Metrics to be Tracked:
Activation Metrics: Based on user personas
1. User Activation point:

a. Long Format (Movies, Series): 3 hours per week for a month

b. Medium Format (30 mins to 1 hr): Watch 1 hr per day for a week (basis survey we conducted)

c. Short/Reels (30 seconds to a minute): Watch 30 mins per day for a week (basis survey we conducted)

2. Creator Activation point:

a. Long Format (Movies, Series): 1 movie in 3 months

b. Medium Format (30 mins to 1 hr): 2 videos in a month

c. Short/Reels (30 seconds to a minute): 1 reel per week for a month

Retention Metrics:
1. User Retention:

a. DAU: 10k DAU per day

Case 4 (Group 1)- PRD 3

 b. MAU: 0.3 million MAU per month

2. Creator Retention:

a. Frequency of uploads

i. Long Format (Movies, Series): 1 long format publish in 3 months

ii. Medium Format (30 mins to 1 hr): 1 medium format publish in a fortnight

iii. Short/Reels (30 seconds to a minute): 1 short format publish in a week

North Star Metric:

1. Watch time: 3 hrs watch time per day per profile.

Key Features:
For Users:
1. Profile Switching: Users can seamlessly transition between User to Creator space or vice-versa.

2. Personalized Recommendations: The platform provides tailored content recommendations based on user mood,
preferences, and location during onboarding.

3. Regional Content: Tailored content recommendations based on user location, genre and preferences,
emphasizing regional content diversity.
4. Revenue Models: Multiple revenue models, including subscription and ads, providing flexibility for users and
revenue streams for the platform.

For Creators:
1. Provide resource repositories: Access to informative guides on content creation, rental guides.

2. Content Moderation: Implement curated post-upload content moderation for UGC, ensuring content aligns with
community guidelines.

3. Rewards system: Introduce a reward and coin system for UGC creators based on viewership, encouraging
engagement and content creation.

4. Community Collaboration: To allow creator to contribute, learn, connect with each other to promote networking,
and quality content.

2. Pay-per-view: Model to pay basis a set no. of views generated.

Monetization
1. User (Freemium): Always can access free content, but have to purchase subscription to access premium content

User can get free content where user have to see the ads.

User can take a subscription model and pay INR 119/- per month and INR 699/- annually to access premium
content and can watch the videos without ads.

Creator (based on watching hours):

Case 4 (Group 1)- PRD 4

 Creator should have atleast 2000 watch hours collectively (long, medium and short format) over a span
of 6 months to be eligible for monetization to be applicable.

Once creator is eligible to get paid, they get paid by viewership for each video on basis of watching hours
which also depends on ads.

Feature Flows:
1. User Activation Flow:

User sign-ups (OTP verification), selects language preferences, and explores both UGC and regional content
tabs.

Personalized recommendations drives user engagement (basis language, genres and region)

2. Creator Activation Flow:

Creators signs-up, engages with creator tools and guides, work on content creation, submits.

Submitted content goes through a quality check before it is published.

Wireframes:
[Wireframe Link]

Edge Cases:
1. Limited Connectivity: Users in areas with poor connectivity will have an access to offline content.

2. Language Variety: Platform supports a wide range of languages for both UI and content.

3. Multiple users using same premium account

Future Roadmap:

Case 4 (Group 1)- PRD 5

 1. Variation of subscription plans: Single (user limit of 1), duo (user limit of 2), family pack (user limit of 4).

2. Discounts on referrals

3. Enhanced Creator Tools:

Introduce advanced video editing features, allowing creators to add effects, transitions, and captions.

Implement AI-based analytics tools for captions and title for video, content performance tracking and audience
insights.

Provide interactive elements like polls, quizzes, and clickable annotations to boost viewer engagement,
connect with top content makers..

4. Partnerships and Collaborations:

Collaborate with regional creators and influencers for exclusive content.

5. Advanced Analytics:

Provide detailed analytics for creators on content performance and audience demographics.

6. Interactive Features:

Explore interactive content options for both UGC and Premium Tabs.

7. Live Streaming:

Introduce live streaming options for both UGC and Premium Content.

Case 4 (Group 1)- PRD 6