Case Study: Airtel Xstream achieves 61.4% mobile retention and massive engagement with MoEngage

How Airtel Xstream achieved their North Star Metrics for Growth using MoEngage

Airtel Xstream, Airtel’s video streaming platform with over 17 million users, faced the challenge of increasing content consumption and retaining newly acquired mobile users after COVID-19 shifted viewing habits. The Growth and Content teams partnered with MoEngage, using tools like Express Campaigns, MoEngage Nativ (in-app interstitials), RFM modeling and Flows to observe consumption patterns and send real-time, segmented messages across iOS and Android.

MoEngage implemented real-time push and in-app campaigns (including Push Amplification+) and personalized orchestration to drive engagement during major live events like the India–Australia cricket series. The results included delivering over 40 million push notifications in a 2-minute window, delivery rates up to 90.6% (3.36x higher), in-app interstitial conversion as high as 85.6%, and a mobile retention rate of 61.4%, demonstrating strong uplift in Airtel Xstream’s key growth metrics.

Airtel Xstream

Sahil Bhojwani

Growth Marketing Manager