Case Study

How Airtel Increased Engagement & Premium Subscriptions on Wynk & Xstream App

Problem

To increase the adoption of Xstream among Wynk users while driving premium subscriptions for Wynk

Strategy

Promoting an ad-free experience and exclusive features through dynamic app experiences that improved conversions

Results

The campaigns drove an uplift in Xstream Play installs from Wynk listeners

Airtel operates Wynk (music streaming, 100M+ downloads) and Xstream Play (video streaming, 100M+ downloads), two of India’s leading entertainment platforms. They needed to:

Increase Xstream Play adoption among Wynk users.
Drive premium subscriptions for Wynk by promoting an ad-free experience and exclusive features.
Improve engagement through personalized in-app experiences.

Traditional marketing channels had low conversion rates, and Airtel needed a dynamic, in-app solution to improve conversions without disrupting the user experience.

How Airtel uses Plotline

Over the last few months, the growth team at Airtel has launched multiple campaigns with Plotline to improve engagement, drive adoption, and increase monetization across Wynk and Xstream Play.

Campaign 1: Driving Viewership with Full Page Modals

To increase viewership for new releases like Shark Tank India on Xstream Play, Airtel deployed a full-screen modal that prompted users to watch the latest season.

This ensured maximum visibility and encouraged engagement by providing a direct link to the show on Xstream Play. The campaign successfully boosted engagement with premium content and encouraged seamless app transitions.

Campaign 2: Cross-Promotion of Xstream Play via Wynk App

To convert Wynk music listeners into Xstream Play viewers, Airtel introduced a bottom sheet prompt that appeared after every five songs.

This strategic placement ensured that high-intent users who were already engaged with music could be nudged toward exploring video content on Xstream Play.

By leveraging contextual placements within the app, Airtel effectively drove app installs and increased cross-platform engagement.

Campaign 3: Upselling Wynk Premium to Free-Tier Users with Timers

To encourage users to upgrade to Wynk Premium, Airtel implemented a bottom sheet with a countdown timer that appeared when a user’s song downloads were about to expire.

This created a sense of urgency and nudged users toward upgrading to Premium for continued access.

The team also identified frequent Wynk listeners who could benefit from an ad-free experience and strategically placed an upsell nudge in the top navigation bar.

This subtle but highly visible placement encouraged users to switch to Wynk Premium without interrupting their listening experience.

These frictionless purchase journies resulted in a higher conversion rate from free to premium users.

Campaign 4: Upgrade to Wynk Premium via Gamification

The team wanted to improve the # of users upgrading to Wynk Premium.

They tried a gamified approach. They created a scratch card to notify users that their free download access is nearing expiration.

Users were encouraged to upgrade to the premium version at a discounted rate to maintain their download privileges.

Wynk's scratch card campaign using Plotline

Audience: Targeted to users who are in the free plan.
Trigger location: Homepage, when the user exhausts their free download access

The scratch card campaign s increase in users upgrading to the premium version.

Campaign 5: Promoting Free Content with Engaging Tooltips

To increase awareness of free content available on Xstream Play, Airtel implemented a non-intrusive tooltip that highlighted top free movies and shows.

This tooltip was strategically placed to appear at relevant moments, ensuring users were informed about high-value, freely available content without interrupting their browsing experience.

Plotline helps marketing and product teams boost onboarding and adoption metrics

We help you build and publish dynamic app experiences without coding, saving your developers time that can be better spent on other aspects of the product. Marketing and product teams use Plotline to launch stories, walkthroughs, animations, videos and more that can be targeted in-the-moment to specific user cohorts.

The best consumer tech companies today like Step, Upstox, Dream 11, BharatPe, Khatabook and many more use Plotline to improve onboarding and product adoption.

Create dynamic app experiences with Plotline

Join companies like Step, Upstox, Dream 11, Meesho, Zupee and others that use Plotline to boost their adoption and retention metrics.

Take a tour

Start free trial