Associate – Product Insights & Analytics

Core Objective

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

● User retention 

● Acquisition efficiency 

● Content performance 

● Subscription conversion 

● Overall platform health 

Key Responsibilities

1. User Behaviour Insight Generation

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

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

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

● Identify drop-off points and hypothesize root causes. 

● Generate weekly "Insight Briefs" summarizing:

○ What changed

○ Why it changed 

○ What action can be taken 

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

2. Retention & Growth Intelligence

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

● Identify binge patterns and content fatigue signals. 

● Detect early churn indicators. 

● Evaluate impact of UI placements and content recommendations. 

● Prepare structured suggestions for retention experiments. 

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

3. Marketing Automation & Lifecycle Insights

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

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

● Identify which messaging formats drive higher engagement. 

● Provide data-backed suggestions for lifecycle communication improvements. 

● Monitor CAC vs LTV patterns for paid acquisition channels. 

4. CMS & Content Data Intelligence

● Ensure metadata accuracy and tagging consistency in CMS. 

● Identify performance differences caused by incorrect categorization. 

● Track content ingestion timelines and publishing accuracy. 

● Highlight technical or tagging issues affecting discoverability. 

5. Platform Health & Risk Monitoring

● Analyze customer support trends and recurring complaints. 

● Correlate playback issues with user drop-offs. 

● Monitor buffering patterns and ad integration impact. 

● Detect anomalies in watch behavior linked to technical failures. 

6. Strategic Support & Documentation

● Prepare monthly growth performance decks. 

● Maintain experiment documentation logs. 

● Assist in forecasting subscriber and revenue projections. 

● Develop structured dashboards for ongoing monitoring. 

● Present insight summaries in review meetings. 

Deliverables Expected from This Role

● Weekly Insight Report (not just metrics) 

● Monthly Growth Analysis Deck 

● Cohort Study Reports 

● Churn Risk Identification Summary 

● Campaign Performance Insight Notes 

● Platform Health Summary 

Requirements

Experience:

2–4 years of relevant experience

Educational Qualification:

B.Tech / MCA / BCA (MBA/PGDM will be an added advantage)

Skills Required

● Strong analytical thinking. 

● Proficiency in Excel / Google Sheets. 

● Working knowledge of GA4 / Firebase. 

● Basic SQL preferred. 

● Ability to frame hypotheses from data. 

● Structured reporting and presentation skills.