Data sophistication with user growth

Viacom18's Digital Ventures division has been actively expanding its presence in the digital streaming space, launching the Voot platform in 2016, which includes an ad-supported service, a subscription-based offering, and a kid-focused product. The company's strategy is heavily data-driven, with an emphasis on real-time analytics for decision-making, product prioritization, and user engagement. The transition from traditional broadcasting to digital media has allowed Viacom18 to leverage data for immediate insights, contrasting with the slower, periodic data collection of traditional media. The company focuses on user engagement metrics to ensure content appeal and retention, adjusting strategies based on real-time data to enhance user experience and product offerings. During the COVID-19 pandemic, data-driven insights helped the company adapt its strategy, leading to an unexpected rise in subscription sign-ups. Viacom18 employs a meticulous approach to data tracking, avoiding unnecessary data collection to maintain efficiency and reduce environmental impact. Retention strategies are prioritized, with user behavior data informing personalized recommendations and ad placements to optimize user experience and monetization. The organization fosters a data-centric culture, encouraging individual accountability for metrics relevant to each team member's role, and emphasizes the importance of empirical evidence in decision-making while maintaining agility in product development.