Case Study: SonyLIV achieves personalized mobile marketing at scale and higher engagement with CleverTap

How SonyLIV Converted the Art of Personalized Mobile Marketing into User Engagement Science

SonyLIV, India’s first OTT platform, scaled quickly—doubling user acquisition in Q1 2018 and drawing over 70 million viewers during the FIFA World Cup—but faced steep challenges in retaining users, personalizing messaging at scale, converting freemium users to subscribers, and delivering the right content to the right user at the right time across regions and languages.

To solve this SonyLIV partnered with CleverTap to combine analytics and engagement: real-time segmentation, in‑app campaigns, mobile deep linking, RFM and cohort analysis, flows, and localized push notifications. The approach drove measurable results—a Champions League deep‑link campaign brought 30,000 viewers, an 11‑million user binge‑watcher campaign converted >16%, geo‑specific campaigns exceeded 25% conversions, and overall engagement and monetization improved across regional and live-sport audiences.

SonyLIV

Abhishek Joshi

Head of Marketing, Subscriptions & Content Licensing