Case Study: NBCUniversal achieves 2x Day-7 retention and boosts viewership with Amplitude

How NBC Used Product Intelligence to Drive Retention by 3x

NBCUniversal, the global media and entertainment conglomerate behind broadcast and streaming properties, was struggling with an analytics bottleneck: its prior product analytics tool couldn’t deliver the fast, actionable insights product teams needed, leaving many analyses to an overstretched data science team and slowing decision-making across divisions.

After adopting Amplitude’s product intelligence (Cohorts, Funnels, AB Test View, Conversion Drivers, Engagement Matrix, Notebooks), NBC moved to self-serve analytics, cutting analysis turnaround from days to hours and freeing up roughly 25% of analysts’ time (10% for engineers, 5% for data engineers). That scalable experimentation framework drove measurable gains—Day 7 retention doubled, video-start conversion rose 36%, and viewership increased 10%—while making it easier to share data-driven stories with executives.

NBCUniversal

Josh Snow

Vice President of Product