Vidio increases its popularity in Indonesia leveraging Google Play’s commerce platform and promotional tools
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Vidio’s DAUs streaming sports content had increased by over 215%
Since 2014, video-streaming service Vidio has been a key destination for Indonesian people to watch quality local and premium content. Despite competition from global brands, it is one of the largest and most popular streaming platforms in Indonesia, with content ranging from free-to-air and subscription channels to live sports, local original series, licensed entertainment, and international TV channels.
Without Google Play Commerce, Vidio would have to manage several payment methods for purchases, requiring them to integrate and work with multiple payment providers on their Android app, creating a lot of unnecessary overhead. These methods, such as bank transfer or phone credit, are costly to maintain and would require the developer to spend engineering resources to remind users to renew their subscriptions every month, leading to a low retention rate. Secondarily, Vidio was also trying to improve discovery of their app on Google Play.
Scaling payments with Google Play Commerce
To streamline their app’s purchase experience, Vidio utilized Google Play Commerce, including integrating with Google Play's billing system, providing their users trusted and safe ways to pay and giving Vidio access to Play Commerce’s extensive payment method library, including over 300 local payment methods in 70 countries. The straightforward implementation allowed Vidio to significantly reduce operational costs and time of managing complex payment tasks such as order management and reporting, and unlocked auto-renewing subscription products, providing a seamless subscription experience.
After implementing Google Play’s billing system in Q1 2022, subscriptions increased by over 1100% by Q4
Vidio also utilized Play Commerce’s real-time developer notifications, a powerful tool that enables developers to better understand the status of each user’s subscription and to more effectively manage subscriptions across the user lifecycle. This allowed the team to win back users with customized offer messages when their subscription entitlement state changed and increased resolution of user complaints by over 90%. It also allowed Vidio to quickly resolve any activation delays so that subscribers can enjoy the service instantaneously.
Driving app discovery through promotional content
Vidio also enrolled in beta testing promotional content, a self-service merchandising tool in Play Console that allows featuring of fresh and timely content such as special offers, limited-time events, new content, and major updates to users. This boosted Vidio’s visibility across Google Play with both new and returning users by regularly showing them new content and updates.
With the 2022 World Cup, Vidio saw an opportunity to leverage promotional content to attract an untapped market of global sports fans. Vidio promoted a special rate to stream the World Cup for users making their first purchase using Google Play’s billing system. They also used the promotional content to amplify retention campaigns such as offering a free month of premium service to users who had subscribed during their World Cup promo.
Vidio leverages promotional content to feature new content on Google Play
Vidio also took advantage of the Play Media Experience Program, dedicated to helping eligible developers like Vidio scale their services beyond mobile and across form factors that are important to users. With Google’s support, Vidio was able to enhance their content discovery experience to their users on their Android TV app, with features like enabling cast to send content from the mobile phone to Android TV, and enabling playback controls to allow rewind, fast forward, and pause via voice commands to the Google Assistant.
Vidio establishes itself as a top streaming app in Indonesia
Leveraging Google Play Commerce tools and integrating Google Play’s billing system, along with a well strategized investment in promotional content, led to dramatic success for Vidio. Their World Cup campaign attracted over 1M total unique viewers from October to December. Even after the event had ended, Vidio’s number of daily active users streaming sports content had increased by over 215%.
While the World Cup promotion content attracted huge numbers of new users, Vidio says that the tools and resources Play Commerce provides has helped retain them. The average retention rate of 30-day subscribers increased over 35% over the last 12 months and continues to grow. After implementing Google Play’s billing system in Q1 2022, subscriptions increased by over 1100% by Q4 of the same year. Of Vidio's total subscriptions, Google Play’s billing system accounts for a significant portion of subscribers and has the best retention rate.
Vidio built a new competitive edge allowing it to compete with other global players in the Indonesian video streaming market. It has now established itself as a leader in the region by becoming a top streaming app on Google Play. Vidio sets a great example for app and game developers looking to drive app growth by leveraging Google Play tools most suited to its business needs and goals.
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