Case Study: Viu achieves 53% uplift in video viewership and 12% more push reach with MoEngage

Viu Uplifts App Engagement With Intelligent Video Recommendations Using AI

Viu, the leading OTT video service with over 10 million app users across markets like India, Indonesia and the Middle East, needed to boost video viewership, increase mobile engagement and reduce churn — and specifically to reach users on Chinese OEM devices suffering poor push delivery. Viu engaged MoEngage, using its AI-driven marketing automation (Dynamic Content Recommendations, Sherpa AI) and Push Amplification services to deliver smarter video recommendations and improve notification reach.

MoEngage deployed Dynamic Content Recommendations and Sherpa multivariate optimization along with Push Amplification to bypass OEM delivery limits and personalize messaging. The results: a 53% uplift in video viewership from targeted recommendations, a ~12% increase in overall push delivery/reach (with up to 300% delivery improvements on some OEMs), 42% of users who received dynamic + Sherpa-optimized pushes streamed a video, and campaigns saw CTR improvements of roughly 66% — demonstrating MoEngage’s measurable impact on reach and conversions.

Viu

Sakhawat Hasan

Associate Director - Engagement