Core Objective

To convert OTT platform data into insight-driven recommendations that improve:

â User retention

â Acquisition efficiency

â Content performance

â Subscription conversion

â Overall platform health

Key Responsibilities

1. User Behaviour Insight Generation

â Analyze DAU, MAU, retention, churn, session duration, completion rate, watch time, and subscription funnel metrics.

â Perform funnel diagnostics (Install â Registration â First Watch â Subscription â Renewal).

â Conduct cohort analysis to identify high-value vs low-value user segments.

â Identify drop-off points and hypothesize root causes.

â Generate weekly “Insight Briefs” summarizing:

â What changed

â Why it changed

â What action can be taken

The focus is on interpretation and hypothesis formation, not just reporting.

2. Retention & Growth Intelligence

â Analyze content consumption trends across genres, formats, and release windows.

â Identify binge patterns and content fatigue signals.

â Detect early churn indicators.





â Evaluate impact of UI placements and content recommendations.

â Prepare structured suggestions for retention experiments.

All experiments will be designed and approved by the reporting head.

3. Marketing Automation & Lifecycle Insights

â Analyze performance of push, WhatsApp, email, and in-app campaigns.

â Study behavioral triggers (inactive users, subscription expiry, high-watch users).

â Identify which messaging formats drive higher engagement.

â Provide data-backed suggestions for lifecycle communication improvements.

â Monitor CAC vs LTV patterns for paid acquisition channels.

4. CMS & Content Data Intelligence

â Ensure metadata accuracy and tagging consistency in CMS.

â Identify performance differences caused by incorrect categorization.

â Track content ingestion timelines and publishing accuracy.

â Highlight technical or tagging issues affecting discoverability.

5. Platform Health & Risk Monitoring

â Analyze customer support trends and rec

📌 Associate – Product Insights (Bhubaneswar)
🏢 Odisha Television Network
📍 Bhubaneswar