Case Study: Airtel drives Xstream Play adoption and Wynk premium conversions with Plotline

How Airtel Increased Engagement & Premium Subscriptions on Wynk & Xstream App

Airtel used Plotline to improve adoption and monetization across its entertainment apps, Wynk and Xstream Play. The team needed a better way to convert existing music listeners into video viewers, increase premium subscriptions, and improve engagement with personalized in-app experiences, since traditional marketing channels had low conversion rates.

Using Plotline, Airtel launched a series of in-app campaigns including full-page modals, bottom sheets, countdown timers, a gamified scratch card, top-nav upsells, and tooltips to promote Xstream Play content and Wynk Premium. These contextual, frictionless placements helped drive app installs, boost premium upgrades, and increase engagement, resulting in higher conversion from free to premium users and improved cross-platform adoption.

Airtel