RETAIN & ENGAGE

Revamping JioCinema's User Experience, Communication &

Engagement Strategy
 PROBLEM STATEMENT

JioCinema's limited user growth and engagement are fueled by two critical problems: a user
experience (UX) that hinders smooth streaming and a weak communication that fails to connect with
users. Despite its large user base, JioCinema struggles to retain viewers due to these shortcomings.
COMPETITOR ANALYSIS

FEATURE/PLATFORM JIO CINEMA NETFLIX PRIME VIDEO

Extensive global Broad Range, including

Limited content
Content/ Library library with exclusive Amazon Originals
Library
original content and regional content

Freemium model Bundled with Amazon

Monthly subscription
Pricing Model with a premium Prime membership or
with tiered plans
subscription Stand-alone subscription

212 Million +
Number Of Monthly (during the IPL season)
40 Million + 60 Million +
Users 50 Million +
(after the IPL season)

Low Quality
Generally Generally
Streaming Quality Streaming during
High Quality High Quality
Peak Hours

Customer Satisfaction 3.5 / 5 4/5 3.9 / 5

Source: SimilarWeb
REVENUE MODEL

• Subscription fees

• The basic content is available for free

to all users upon signing up -It
generates revenue from
advertisements.

• Partnerships with content providers

(Eros Now, AltBalaji).
 SURVEY
FINDINGS
 KEY INSIGHTS FROM OTT PLATFORM USAGE & SUBSCRIPTION PREFERENCES SURVEY

A notable 35.6% of respondents use OTT platforms daily, indicating high daily engagement. Over 60% watch content several times a week,
reflecting consistent usage. The content library is the top subscription factor for 89% of users, emphasizing the need for a diverse selection.
Pricing is crucial for 75% of respondents, highlighting the importance of competitive pricing. Original content appeals to 60% of users, while
50% prioritize regional content, showing a preference for unique and culturally relevant offerings.

What factors influence your decision to subscribe to an OTT

How often do you watch content on OTT platforms?
platform? (Select all that apply)
 USER SATISFACTION WITH OTT PLATFORM USER EXPERIENCE

• High Satisfaction Levels: 62.7% of respondents are satisfied with their primary OTT platform's user experience.
• Very Satisfied Users: 23.7% of respondents are very satisfied, showing that a significant portion finds the experience exceptional.
• Neutral Responses: 11.9% are neutral, indicating potential areas for improvement.
• Low Dissatisfaction: Only 1.7% are dissatisfied, reflecting minimal negative feedback.
• Overall Positive Outlook: With 86.4% of users expressing satisfaction, the overall sentiment towards OTT user experience is highly
positive.

How satisfied are you with the user experience provided by your primary OTT platform(s)?
 KEY INSIGHTS ON CONTENT DISCOVERY AND ESSENTIAL OTT FEATURES
• Social media plays a pivotal role in discovering OTT content, with 33.9% of users relying on it.
• Word-of-mouth recommendations from friends and family contribute significantly, accounting for 20.3% of content discovery.
• Platform recommendations are trusted by 16.9% of users, highlighting the importance of effective recommendation systems.
• HD/4K streaming quality and seamless playback are paramount for user experience, reflecting the demand for high-quality and
uninterrupted viewing.
• A user-friendly interface and customizable subtitles/audio languages are valued by many, emphasizing the importance of ease of use and
personalization for user satisfaction.

How do you usually discover new content to watch on OTT Which features do you consider essential for a satisfactory
platforms? OTT viewing experience? (Select all that apply)
 • Users are looking for a wider variety of content to choose from, including more diverse options in movies, shows, and
sports.
• Quality of content is important, with a focus on 4K streaming and high-quality viewing.
• There is a significant demand for an improved UI and better UX, suggesting that users find the current interface less
intuitive or user-friendly.
• Enhancements in the interface to make it more appealing and easier to navigate are desired.
• Many users are experiencing app crashes and would like to see a more stable and reliable application.
• Faster loading times and fewer interruptions during streaming are crucial for a smoother experience.

What improvements or additions would you

like to see in the future from JioCinema to
enhance your viewing experience?
 USER SATISFACTION WITH JIOCINEMA’S MARKETING EFFORTS
• Moderate Satisfaction: 20.6% of respondents feel neutral about the effectiveness.
• High Ineffectiveness: A combined 26.6% of respondents find the communication either ineffective (13.3%) or very
ineffective (13.3%).
• Lower Strong Positivity: Only 11.8% rate the communication as very effective, which is notably lower than those who
find it effective.

How effective do you find the marketing communication from your preferred OTT
platform(s) in informing you about new content and promotions?
 ZEROING-IN ON PROBLEM STATEMENT

1. Weak UI/UX of the JioCinema App

• Clunky Interface: Users report difficulty navigating the app due to an unintuitive layout and design. This hampers their ability
to discover and enjoy content seamlessly.
• Performance Issues: Frequent buffering, slow load times, and occasional crashes disrupt the viewing experience, leading to
frustration and potential loss of users.
• Limited Personalization: The app's recommendation algorithm is often seen as ineffective, failing to provide users with
content tailored to their preferences, which is crucial for engagement.

2. Brand Perception and Weak Marketing Communication

• Sport-Centered Perception: Despite offering a wide range of content, JioCinema is predominantly perceived as a sports-
centric platform. This narrow perception limits its appeal to potential users interested in diverse genres.
• Ineffective Marketing Efforts: JioCinema's marketing strategies lack the creativity and vigor seen in competitors like Netflix
and Amazon Prime. This results in lower visibility and engagement across various media channels.
• Poor Social Media Engagement: The platform's social media presence is weak, with insufficient interaction and engagement
with users. Unlike its competitors, JioCinema does not effectively use social media to announce new releases, engage with
viewers, or build a community.
 AUDIENCE
DEMOGRAPHICS
 AUDIENCE TRAFFIC

This chart displays the monthly active user data for JioCinema over a three-month period from March to May 2024. It illustrates a
surge in viewership coinciding with the commencement of the 17th Season of IPL, which began streaming live on the platform
from March 22, 2024. Following the IPL finals on May 26, 2024, there is a noticeable decline in views.

Source: SimilarWeb
Source: SimilarWeb

This chart exhibits recent data covering the past 28 days, from May 7, 2024, to June 3, 2024, showcasing a decrease in daily visits
by viewers on the JioCinema platform. It encompasses both Desktop and Mobile Web users.
Source: SimilarWeb

Strategic Take-outs :
• Increase female viewership by curating content specifically for women.
• Focus on enhancing shows that reflect women's viewing preferences and trends.
• Develop and promote shows featuring strong, women-centered heroic characters.
 USER PERSONAS

Aarav Rajesh
Priya
The Tech-Savvy Enthusiast A student
Efficient Marketing Professional
Age: 28 Age: 22
Age: 32
• Values efficiency and personalized • Enjoys interacting with friends
• Enjoys innovative digital experiences. and watching along with them.
experiences after a busy day. • Pain Points 1: Platforms that don't • Pain Points 1: Distance from
• Pain Points: Disconnected without adapt to preferences; challenges in friends and limited interaction.
engaging features and social content discovery. • Pain Points 2 : Low availability of
interaction. • Pain Points 2 : Less number of regional content
• Core Needs: Decision-making and Female centred Content. • Core Needs: Watching shows,
brief, captivating content previews; • Core Needs: Female related movies, and sports events together
social connection through community content, adjustable playback, and with friends.
engagement. time duration display; ratings tailored • Regional Content
• SEC – A3 content recommendations. • SEC R1(Pucca), SEC R2 (Semi Pucca)
• SEC – A2 & A1
User personas crafted from the survey findings.
 CONTENT ANALYSIS

Which are the most famous web series and movies?

Most of the famous OTT webseries as shown in the next
slide are either from Amazon Prime or Netflix
INDIAN CONTENT LANDSACPE

Strategic Take-outs :
• Demand for Premium OTT content to increase from 3000 h to 4000 hours : Produce more of regional
content(Growth is from Rural )
• Most OTT platform are non-profitable - Way out: Leverage Creator Economy, Syndicating aapropriate OTT
content to TV & Consolidate Regional OTT players.
 CONTENT ANALYSIS OF OTT PLATFORMS - JIOCINEMA, NETFLIX,
AMAZON PRIME VIDEO
Based on EY Media and Entertainment Report 2024

MOVIES MOVIES MOVIES

• Action: 429 • Action: 923 • Action: 1629
• Crime: 193 • Crime: 651 • Crime: 829
• Drama: 612 • Drama: 2017 • Drama: 3428
• Thriller: 375 • Thriller: 971 • Thriller: 1529

TV SHOWS TV SHOWS TV SHOWS

• Action: 54 • Action: 544 • Action: 171
• Crime: 108 • Crime: 575 • Crime: 158
• Drama: 374 • Drama: 1503 • Drama: 467
• Thriller: 123 • Thriller: 582 • Thriller: 204

Strategic Takeouts :
1. Volume of content needs to increase for Jio cinema to expand content Library.
2. Increase the Number of Reality shows as it attracts maximum audience .
 CONTENT SUGGESTIONS

Content Relevance for Tier 2 and Tier 3 Cities ( As Growth is mainly coming from Rural Area-Ormex
Report)
• Cultural Resonance:
⚬ Create content that reflects the cultural values, traditions, and daily life of people in Tier 2 and
Tier 3 cities.
⚬ Develop shows and movies in regional languages to cater to local preferences.
• Local Stories and Settings:
⚬ Focus on narratives that are set in or inspired by smaller towns and rural areas.
⚬ Highlight regional issues, folklore, and legends to create a strong local connection.
 CONTENT SUGGESTIONS

Engaging Content for Women

• Women-Centric Narratives:
⚬ Produce shows and movies that focus on strong, independent female protagonists.
⚬ Highlight stories of women overcoming challenges and achieving success in various fields.
• Diverse Genres:
⚬ Include a mix of genres such as drama, romance, and comedy that traditionally attract female
viewers.
⚬ Create content that explores themes of family, relationships, and self-discovery.
• Representation and Role Models:
⚬ Showcase diverse female characters that serve as role models, from different walks of life and
professions.
⚬ Promote narratives that challenge stereotypes and offer positive portrayals of women.
 CONTENT SUGGESTIONS

Collaboration with TVF and Youth-Focused Production Houses

• Content Partnerships:
⚬ Collaborate with The Viral Fever (TVF) and other youth-focused production houses to create
fresh and relatable content.
⚬ Develop web series and short films that resonate with younger audiences.
• Youth-Centric Themes:
⚬ Focus on themes such as college life, career challenges, friendships, and modern relationships.
⚬ Create content that reflects the aspirations, struggles, and lifestyles of young people in India.
 HOW DO WE APPROACH UX CHALLENGES?

Enhanced Browse
Features
Personalized Categorize content more Fast Loading
intuitively and visually appealing.
Recommendations Consider using carousels or hero Times
Leverage user data (watch banners to highlight new Optimize the app and website for
history, ratings) to suggest releases and popular titles. faster loading times to avoid
content they might enjoy. frustration.

Improved Search Curated Collections Streamlined Design Accessibility Features

Functionality Create thematic playlists or Simplify the interface by reducing Implement features like closed
Implement more advanced curated lists for different genres, clutter and unnecessary captions, audio descriptions, and
search filters and allow users to moods, or events (e.g., "Summer elements. screen reader compatibility for
search by genre, cast, director, or Blockbusters," "Feel-Good users with disabilities.
release year. Shows").
WIREFRAMING
Jio cinema website after adding CTA
buttons to the banner and creating
movie info card on hovering.
 Feature : Community Watch Party

CommunityWatch Party Option

[For Subscribers Only]

Remote Watch Party

feature will help create a strong
premium customer base.

Recognizing the increasing need for social connectivity, especially

among friends separated by distance, the Remote Watch Party feature
creates a shared entertainment experience. By enabling synchronized
viewing and real-time communication, the feature aims to bridge the
gap and provide a virtual space for shared entertainment and
socializing.

Team Chat
 MARKETING COMMUNICATION STRATEGIES FOR JIOCINEMA

1. Enhance omni-channel Communication

• Omni-Platform Advertising: Use TV, print, radio, and digital platforms to reach a wider audience.
• Content Teasers and Trailers: Release teasers and trailers regularly across different media to generate
anticipation.
• Influencer Partnerships: Collaborate with popular influencers and media personalities to expand reach and
personalize connections with potential users.

Solutions:
o Develop a unified advertising strategy that
Challenges : aligns messages across all platforms.
o High costs and resource allocation for maintaining
o Allocate budget based on platform
presence across multiple platforms and Ensuring a
consistent brand message across diverse media. effectiveness and audience reach.
o Use programmatic advertising to optimize ad
placements and costs.
 MARKETING COMMUNICATION STRATEGIES FOR JIOCINEMA

2. Create a Strong Brand Perception

• Diverse Content Promotion: Highlight the variety of JioCinema’s content, including movies, TV
shows, web series, and documentaries, beyond just sports.
• Genre-Based Campaigns: Focus on campaigns for different genres like drama, comedy, action, and
romance to target specific audience segments.
• Celebrity Endorsements: Utilize celebrity endorsements across various entertainment sectors to
promote non-sport content, enhancing credibility and appeal.

Challenges: Solutions:
o Difficulty in reaching niche audience o Develop targeted advertising campaigns for each genre.
segments. o Use audience segmentation to tailor messages and advertisements.
o Balancing promotional efforts across o Collaborate with influencers and bloggers specific to each genre.
multiple genres. o Implement a comprehensive marketing campaign highlighting
o Limited audience awareness of the variety of diverse content.
content. o Use data analytics to identify and promote popular and
o Ensuring consistent promotion across underrepresented content.
different content types. o Regularly update and feature new content on the homepage and
social media.
 MARKETING COMMUNICATION STRATEGIES FOR JIOCINEMA

3. Engage Through Campaigns and User-Generated Content

• Social Media Campaigns: Launch engaging campaigns on Instagram, Twitter, and Facebook to
announce new releases, share behind-the-scenes content, and host interactive Q&A sessions.
• User-Generated Content (UGC): Encourage users to create and share content related to JioCinema
through contests and challenges on platforms like Instagram.
• Interactive Features: Develop Instagram and Snapchat filters themed around popular shows or
characters to engage users and generate organic promotional content. Share behind-the-scenes
clips and interviews to create buzz and deepen audience connection.

Solutions:
o Showcase user-generated content on official channels to provide
Challenges:
recognition and encourage more contributions.
o Encouraging users to participate and create content.
o Implement clear guidelines and moderation processes to ensure
o Moderating and managing the quality and appropriateness
content quality and appropriateness.
of UGC.
o Use audience segmentation to tailor campaigns and interactive
o Different audience segments may have varying interests
features to specific segments. Monitor engagement metrics to
and engagement preferences.
understand which content performs best with each segment and
adjust strategies accordingly.
 MARKETING COMMUNICATION STRATEGIES FOR JIOCINEMA

4. Out-of-Home Advertising
• Strategic Placement: Billboards should be placed in high-traffic areas like city centers and malls, as
well as near transport hubs.
• Dynamic Content Display: Use digital billboards to show dynamic content like trailers and
countdowns to new releases.
• Creative Messaging: Craft catchy messages with vibrant designs to highlight JioCinema’s unique
offerings.

Solutions:
Challenges : o Conduct surveys and use tracking tools like
o Measuring the direct impact of out-of-home geofencing to measure foot traffic and app
advertising on user engagement and brand downloads in areas surrounding billboard locations.
perception. o Analyze data to understand the correlation between
billboard exposure and increased user activity.
 MARKETING COMMUNICATION STRATEGIES FOR JIOCINEMA

5. Leveraging Social Media Engagement

• Regular Updates: Maintain steady content updates, press releases, and announcements on social
media.
• Interactive Stories and Posts: Use Instagram Stories and Snapchat for sneak peeks, countdowns,
quizzes, and polls.
• Influencer Collaborations: Partner with influencers to promote JioCinema through sponsored posts,
reviews, and live watch parties.

Solutions:
Challenges: o Collaborate with influencers who have a genuine
o Ensuring influencers genuinely connect with the interest in the content JioCinema offers.
audience and represent the brand authentically. o Prioritize long-term partnerships over one-off
promotions to build trust and authenticity.
 MARKETING COMMUNICATION STRATEGIES FOR JIOCINEMA

6. Expanding Digital Interactions

• Interactive Filters and Lenses: Develop custom Instagram and Snapchat filters themed around
popular content to share excitement.
• UGC Hashtags: Create and promote hashtags for users to share their JioCinema experiences.
• Community Engagement: Build online communities for discussions, recommendations, and fan
events via social media groups or the JioCinema app.

Solutions:
o Create and manage online communities on social
Challenges: media platforms and within the JioCinema app,
o Building and maintaining active online focusing on discussions, recommendations, and
communities & Facilitating meaningful interactions fan events.
and discussions within these communities. o Collaborate with popular influencers to
showcase the filters and encourage their
followers to use them.
 MARKETING COMMUNICATION STRATEGIES FOR JIOCINEMA

7. Experiential Strategic Partnership

• Pop-Up Events: Host pop-up events in major cities and malls where people can experience
JioCinema’s diverse content library through interactive installations and screenings.
• Collaborate with film festivals and cultural events to promote non-sports content.
Stay Connected with JioCinema!
Discover, Engage, Enjoy