The company said that so far, it’s seen a three-times higher click-through rates (CTR), increased session durations and higher-than-average viewing times.

CleverTap’s Psychographic Segmentation feature gives SonyLIV user-level insights based on past and real-time in-app behaviour. SonyLIV then establishes an effective match between the videos on the platform and each user’s preferences by determining the users’ propensity or affinity towards a specific category over others, in order to serve users contextual and relevant videos.

“SonyLIV is a pioneer in the OTT space and was the first VOD platform to be launched in India,” said Uday Sodhi, head of digital business at Sony Pictures Network India. “At SonyLIV, we have been pushing the boundaries in the OTT space. Being able to promote the most relevant content at the right time to the right user, through video, is something we are excited about. With the rise in the use of iPhones and the ability to use rich media, we can make push notifications more intuitive, and each campaign more compelling to the end user. This will help us effectively engage our users, and deliver the best possible customer experience.”

CleverTap already provides real-time behavioural data and user insights for its SonyLIV streaming service.