CleverTap releases OTT industry benchmark report

OTT app marketers can now benchmark their app’s performance against global industry standards and use recommendations to improve user retention

SAN FRANCISCO — The leading provider of mobile marketing solution, CleverTap, today announced the release of Industry Benchmark Report for Media and Entertainment (OTT) Apps. The over the top (OTT) streaming industry has seen tremendous adoption in recent years. Content is consumed in ways that were unthinkable before. To serve the growing demand of entertainment on the go, the question of how and what will keep users engaged is one that every media app team needs to answer.

In this benchmark report, we set out to find what keeps 80 million users across over 100 million devices coming back to provide stats across the user lifecycle, including user flow from one lifecycle stage to another. Bringing insights from 8.7 billion data points, this report from CleverTap helps growth marketers benchmark against some of the most successful apps in the OTT industry. The report also includes proven strategies and best practices to help OTT companies optimize their content offerings.

Almitra Karnik, Global Head of Marketing at CleverTap said, “There’s intense competition in the OTT space, and thus the need to differentiate the offering with exclusive content and a superior customer experience becomes all the more important. CleverTap’s OTT Benchmark Report provides the essential metrics that mobile marketers can use to benchmark their app’s performance and use data-backed #CleverTips to help engage customers at each stage to grow their app’s revenue.”

Elliot Goldwater, Director, BD & Partnerships at SendGrid – one of CleverTap’s email delivery partners, stated, “It is fundamental for marketers to monitor the user journey while analyzing OTT app’s performance. Unless monitored end-to-end, key issues can get overlooked. CleverTap’s Industry Benchmark report enables marketers to look at this complete picture, keeping the user at the center. Along with benchmarks for essential metrics at each lifecycle stage, it provides benchmarks for the percent of users that advance to the next stage, and in how long. These metrics make the report unique — and necessary for every data-driven marketer to have.”