Case Study: MX Player achieves higher user activation and CTR with CleverTap

MX Player - Customer Case Study

MX Player, India’s leading OTT platform, faced intense competition in a crowded streaming market and needed a better way to attract, engage, and retain its multilingual audience. To tackle this challenge, MX Player chose CleverTap and its customer engagement platform to build deeper audience understanding and deliver more personalized viewing experiences.

Using CleverTap, MX Player implemented advanced segmentation, content curation, and hyper-personalized messaging based on viewing behavior, language, location, and preferences. The results included up to a 40% increase in CTR, a 70% boost in average daily CTR, and a 12.6% increase in user activation, while engagement campaigns became 5X stronger in contribution and helped drive a 39% rise in viewership.

MX Player

Nakul Kapur

Chief Product And Growth Officer