Case Study: iflix achieves 4x conversion-to-view and ad revenue growth with Amplitude

How iflix is Harnessing Data to Customize Campaigns, Drive Engagement and Boost Revenue

iflix, a Kuala Lumpur–based video-on-demand service serving emerging markets in Southeast Asia, needed to boost viewer engagement and retention but only had basic demographic data to personalize experiences. With limited behavioral insight, onboarding and campaign messaging were generic, and only a small portion of users returned after first use.

By adopting Amplitude (including Amplitude Engage, Funnels, Cohorts and A/B testing), iflix built behavioral cohorts, expanded one onboarding campaign into seven, ran targeted campaigns (e.g., Malaysian football fans), and tested product changes like 24-hour free access and embedded video players. The result was faster, data-driven decisions and strong lift in metrics: a four-fold increase in conversion-to-view and ad revenue, an 11% rise in first-time video views, and a 3.5x increase in conversion-to-play.

Iflix

Emmanuel Frenehard

Chief Technology Officer