A great user onboarding experience improves user adoption by 7X. When a new user downloads and launches your app, you need to deliver a perfect First Time User Experience that helps them experience the aha! moment as soon as possible.

Time to login is a good indicator of the value a user sees in your offering. You can optimize this metric by building an amazing onboarding process.

Onboarded users who see immediate value in your offering are most likely to stay engaged and build long-term brand loyalty. During this initial phase, it is important that you know their interests and preferences.

Top OTT platforms ask users to select favorites from a list of genres during onboarding. It helps to deliver a more relevant experience tailored to match each user’s preferences.

Personalized user engagement campaigns nurture your brand’s relationship with customers and drives higher brand recall. It’s the foundation for better user retention in the long term.

The user experience should feature personalized streaming recommendations via in-app notifications along with external channels like push notifications and email messages. Tracking click-through rates helps you optimize message content, delivery times, user segments, and campaign strategies.

For browser-based apps and native apps alike, growth cannot solely rely on acquiring new users. Retention rates are vital to the health of any growing app and should be monitored from day 1.

Drop offs in engagement and viewing hours are early signs of churn. Building viral growth loops within your app that keep users hooked. And engage users with timely, personalized messages that prompt them to relaunch the app and complete a key action — like watching the next episode in a TV series or tuning in to live video/sports events.

User retention is the foundation for sustainable app growth. It is defined as the percentage of users who stay with the app over a specific period of time after installation: typically measured on day 1, day 3, day 7, day 30, day 60, and day 90. Prioritize retention rate as a key metric to building your user base and fueling continual business growth.

Churn is when a user no longer seeing value in your app and stops using it. Data suggests that a drop in activity (both long form and short form consumption) is an early sign of churn.

Users who are inactive or dormant are at risk of cancelling subscription or simply uninstalling the app on their OTT devices. By monitoring churn, tracking trends, and proactively engaging with at-risk user segments, you can remind users of your app’s value and keep them from churning.

Reasons for uninstall can vary from UI issues, functionality, performance, or engagement experience. But monitoring uninstall rates and seeking feedback from uninstalled users will give you valuable insights into your user experience and what you can do to prevent future uninstalls.

To win back uninstalled users, you can send promotional emails and launch remarketing campaigns. Track campaign ROI by measuring reinstall rates.