• Engagement
  • Media & Entertainment

How Airtel Xstream achieved their North Star Metrics for Growth using MoEngage

Explore how Airtel Xstream leveraged the MoEngage platform to achieve their growth metrics, with a 61.4% increase in customer retention and 85.6% increase in mobile in-app message conversions.

About Airtel Xstream

Xstream, Airtel’s video streaming platform, was started to revolutionize the way people experience entertainment and reshape the mobile entertainment streaming landscape by pushing the boundaries of technology for the greatest cause there is – Entertainment. Over 17 million people currently access 350+ Live TV Channels, 10000+ Movies, 100+ TV Shows, Originals, and much more on the Xstream iOS and Android mobile apps.

Media & Entertainment
APAC, India
Products Used
Customer Journey Orchestration
Dynamic Product Messaging
Push Amplification +
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MoEngage has made a significant impact on our North Star Growth metrics. During the India-Australia cricket series, our streaming statistics were at an all-time high, and we witnessed a retention rate of 61.4% on our mobile platforms. I would definitely recommend MoEngage to Mobile Marketers and Growth teams at Media & Entertainment brands.

Sahil Bhojwani
Growth Marketing Manager @ Airtel Xstream
conversion rate from
in-app interstitials
user retention rate
on mobile apps
What was the challenge?

The COVID-19 pandemic transformed content consumption from static to dynamic. Consumers across geographies are more alert now and need a consistent and continuous feed of information and entertainment.

How was it solved?

The growth and content teams at Airtel Xstream understood this shift and with the help of MoEngage, segmented their users and served real-time notifications of Live News, Cricket, Shows, and E-Sports.

The Results

With the help of MoEngage’s proprietary offering, Journey-based Campaigns, the Airtel Xstream team was able to send out real-time communication during major live events, leading to a significant improvement in their ‘Streamtime’ & ‘Streamtime-per-subscriber’ metrics.

• 40 million Push Notifications sent in under 2 minutes
• 1.4% click-through rates of Push Notifications
• 3.36X higher than standard delivery rates
• 85.6% conversion rate from mobile in-app interstitials

The Growth and Content teams at Airtel Xstream also used MoEngage’s in-app interstitials, MoEngage Nativ, to inform logged in customers of the India-Australia cricket series. This communication channel allowed the teams to redirect their customers to this ongoing live event successfully.

The teams also used Personalization to entice customers to open the app and consume content by adding the customer’s name on Push Notifications and using their geo-location to deliver vernacular content. They also orchestrated customer journeys with MoEngage Flows to win back bounced customers the right way.



During the COVID-19 pandemic, the team learned that content consumption had become more dynamic. To fill this gap and demand, the team utilized MoEngage to help them segment customers and serve real-time notifications of Live News, Cricket, Shows, and E-Sports, resulting in higher Click-through and Conversion Rates.

Sunil Rath
Content Marketing Manager @ Airtel Xstream

Learn How Airtel Xstream Boosted North Star Growth Metrics with MoEngage

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