Case Study: Anghami achieves clearer product focus and stronger business results with Amplitude

How music streaming app Anghami made the North Star part of their culture

Anghami, the first legal music streaming platform in the Middle East and North Africa, needed to move beyond a feature-factory mindset and create clearer alignment around what drives customer value and growth. With Amplitude’s North Star Framework, the team worked to define a simple, measurable metric that the whole organization could rally behind.

Amplitude helped Anghami refine its North Star from “playing music” to month-on-month retention, then add actionable input metrics tied to personalization and early user engagement. By using Amplitude funnels and data-driven reviews, Anghami improved its onboarding flow, increased the number of users playing a song within the first 30 minutes, and saw stronger month-on-month retention and more fact-based decision-making across the business.

Anghami

Mohammed Ogaily

VP of Product