iWorld
StreamFest brings cheer for Netflix
KOLKATA: In a unique promotional gimmick, Netflix offered Indian audiences all of its content for free over a weekend last month. The move seems to have yielded fine results for the streaming service, as it has witnessed a sharp rise in app installs, open rate, daily active usage during that period, according to Kalagato.
After Netflix stopped offering a free monthly trial, the platform came up with this innovative marketing campaign to get more people to sample and subscribe to the service. On 5 and 6 December, non-users of Netflix could sign up with their name, email or phone number, and password and gain access to the content library without any payment. Following the overwhelming response, the streaming giant came back with round two on 9-11 December.
One of the most obvious impacts of this campaign by Netflix was an increase in app downloads during the promotion period, with the reach seeing a spike of 13 per cent during the weekend of 5-6 December, compared to average reach of the previous four weekends. Notably, the spike of 15 per cent was sharper on Sunday, compared to 10 per cent on Saturday. All other apps excluding SonyLiv and Wynk remained more or less consistent with previous weeks’ performance.
(Source: Kalagato)
Along with improved access, Netflix saw 243 per cent DAU jump during the weekend. Saturday saw a rise of 213 per cent whereas Sunday saw figures reaching 271 per cent over the previous four Sundays.
(Source: Kalagato)
This impressive uptick in activity on Netflix, however, did not have any discernible impact on the usage of platforms like Facebook, Instagram, Whatsapp, Twitter or YouTube. Among other OTT apps, Disney+ Hotstar and Amazon Prime Video saw drops of 11 per cent and 17 per cent respectively. SonyLiv and Wynk Movies also saw significant spikes in DAU — to the tune of 127 per cent and 148 per cent respectively.
Open rates for Netflix saw a spike of 135 per cent on average compared to the previous four weekends, 128 per cent on Saturday, and 141 per cent on Sunday. Amazon and Disney+ Hotstar, on the other hand, witnessed drops of six-eight per cent in open rates during this period. Some of these apps also saw lower time spent on their platforms. According to the report, drops of 10-12 per cent were seen across OTT apps of Amazon Prime Video, Disney+ Hotstar, MX player, Vodafone Play and Voot. On the other hand, Netflix saw a rise of 18 per cent in time spent on Sunday.
iWorld
WhatsApp emerges as key commerce channel in India: Meta report
Whitepaper shows 77 per cent of purchases influenced by social media and shoppers spend 2.5 times more across channels
MUMBAI: If shopping once meant a stroll down the high street, today it begins with a scroll on a smartphone. India’s retail journey is being rewritten in real time, as consumers glide between Instagram Reels, WhatsApp chats and physical stores with barely a pause for thought. A new whitepaper by Meta in collaboration with the Retailers Association of India argues that this shift is not cosmetic but structural, powered by artificial intelligence, short form video, creators and conversational commerce.
The numbers underline the scale of the change.
Social media now influences 77 per cent of retail purchase decisions in India, with Meta’s platforms accounting for 96 per cent of social driven discovery. Discovery itself is increasingly passive and visual rather than deliberate and search led. As much as 97 per cent of consumers watch short form video daily, and 60 per cent of time spent on Facebook and Instagram is devoted to video content.
In other words, the shop window has moved to the feed.
The report highlights the growing dominance of the omnichannel shopper, a consumer who researches and buys fluidly across online and offline environments. More than 50 per cent of retail consumers research products online before purchasing in store. Equally, over 50 per cent browse in store before completing their purchase online.
This blended behaviour is lucrative. Shoppers who buy across channels spend 2.5 times more than single channel shoppers. When customers engage across multiple touchpoints, spending rises by as much as 73 per cent. For retailers, unified commerce is no longer a strategy slide. It is a revenue imperative.
Meta India director of E commerce and retail Meghna Apparao, urged brands to focus on three pillars: Reels and creators for authentic storytelling, omnichannel performance marketing to connect platforms, and WhatsApp as a personalised commerce channel. Hitesh Bhatt of RAI noted that the challenge is no longer adopting digital tools but integrating them to deliver measurable outcomes.
Artificial intelligence sits at the heart of this integration. Indian retailers using Meta’s omnichannel optimisation have recorded more than fourfold improvements in omnichannel return on ad spend. Businesses that integrated in store sales data through Meta’s Conversions API have reported Roas uplift ranging from 2 times to 5 times or more, alongside incremental sales growth of up to 9 times depending on category and market.
Integrated data strategies have also delivered revenue growth of up to 15 per cent, suggesting that when digital signals are tied to offline outcomes, marketing efficiency sharpens considerably.
Retailers are already putting this into practice. Reliance Digital has leaned into a Reels first strategy, working with regional creators to drive engagement and measurable business impact. Croma says Meta’s AI powered tools have enabled it to integrate offline data and activate performance marketing across touchpoints, strengthening both footfall and revenue across online and physical stores.
Trust is increasingly creator led. The report finds that 71 per cent of consumers make a purchase within a couple of days of seeing creator content on Meta’s technologies. Campaigns that leverage reels and creators have delivered 71 per cent higher brand intent lift and 19 per cent lower acquisition costs.
Micro and nano creators, in particular, are accelerating purchase decisions by embedding products into relatable, local narratives. Influence is no longer confined to celebrity endorsements. It is distributed, conversational and continuous.
If Instagram and Facebook drive discovery, WhatsApp is emerging as the conversion engine. According to the report, 72 per cent of product discovery now happens on WhatsApp. Retailers using business messaging and click to WhatsApp campaigns are seeing a 61 per cent average improvement in return on ad spend, a 62 per cent increase in leads and 22 per cent higher order values.
The implication is clear. Commerce is shifting from clicks to conversations. Discovery, purchase and post purchase support increasingly unfold within a single chat thread.
The whitepaper argues that omnichannel maturity will define competitiveness in Indian retail. Consumers no longer toggle between online and offline modes. They operate across both simultaneously, often within the same buying journey.
For brands, the task is no longer about being present on digital platforms. It is about stitching together discovery, data, conversation and store experience into a unified loop that can be measured in footfall, revenue and repeat purchase.
As India’s shoppers continue to scroll before they stroll, the retailers who align AI, creators and messaging into one seamless experience may find that the path to growth is less about adding new channels and more about connecting the ones they already have.
