Associate – Product Insights & Analytics
Core Objective
To convert OTT platform data into insight-driven recommendations that improve:
● User retention
● Acquisition efficiency
● Content performance
● Subscription conversion
● Overall platform health
Key Responsibilities
1. User Behaviour Insight Generation
● Analyze DAU, MAU, retention, churn, session duration, completion rate, watch time, and subscription funnel metrics.
● Perform funnel diagnostics (Install → Registration → First Watch → Subscription → Renewal).
● Conduct cohort analysis to identify high-value vs low-value user segments.
● Identify drop-off points and hypothesize root causes.
● Generate weekly “Insight Briefs” summarizing:
○ Why it changed
○ What action can be taken
The focus is on interpretation and hypothesis formation, not just reporting.
2. Retention & Growth Intelligence
● Analyze content consumption trends across genres, formats, and release windows.
● Identify binge patterns and content fatigue signals.
● Detect early churn indicators.
● Evaluate impact of UI placements and content recommendations.
● Prepare structured suggestions for retention experiments.
All experiments will be designed and approved by the reporting head.
3. Marketing Automation & Lifecycle Insights
● Analyze performance of push, WhatsApp, email, and in-app campaigns.
● Study behavioral triggers (inactive users, subscription expiry, high-watch users).
● Identify which messaging formats drive higher engagement.
● Provide data-backed suggestions for lifecycle communication improvements.
● Monitor CAC vs LTV patterns for paid acquisition channels.
4. CMS & Content Data Intelligence
● Ensure metadata accuracy and tagging consistency in CMS.
● Identify performance differences caused by incorrect categorization.
● Track content ingestion timelines and publishing accuracy.
● Highlight technical or tagging issues affecting discoverability.
5. Platform Health & Risk Monitoring
● Analyze customer support trends and recurring complaints.
● Correlate playback issues with user drop-offs.
● Monitor buffering patterns and ad integration impact.
● Detect anomalies in watch behavior linked to technical failures.
6. Strategic Support & Documentation
● Prepare monthly growth performance decks.
● Maintain experiment documentation logs.
● Assist in forecasting subscriber and revenue projections.
● Develop structured dashboards for ongoing monitoring.
● Present insight summaries in review meetings.
Deliverables Expected from This Role
● Weekly Insight Report (not just metrics)
● Monthly Growth Analysis Deck
● Cohort Study Reports
● Churn Risk Identification Summary
● Campaign Performance Insight Notes
● Platform Health Summary
Requirements
● Strong analytical thinking.
● Proficiency in Excel / Google Sheets.
● Working knowledge of GA4 / Firebase.
● Basic SQL preferred.
● Ability to frame hypotheses from data.
● Structured reporting and presentation skills.