Our client, a leading OTT platform, targeted Tier 2 and Tier 3 city audiences in India, the platform has heavily invested in regional content. Since their target audience was not digital first, the discovery of preferred content was unique.
Traditional methods using surveys, focus groups, and interviews were time-consuming, biased and lacked actionable insights. The client was looking to drive the adoption of the OTT platform, by modifying the User Experience in line with the usability behavior of the target audience.
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