Report on Digital Marketing of Jio Cinema
Assignment of Digital Marketing
Submitted to:
Prof. Krishna Aklamkam
Professor, Digital Marketing
Submitted by:
Malay Pant
Section-A
Roll No. 19DM100
Introduction to the Industry
The speed with which the Internet Streaming services have grown is nothing less than
evolutionary. In such a short time, less than a decade, the online streaning services have
established such a huge market that it now poses a threat to the already established Cable TV
services. In 2005, Netflix started its on-demand streaming services. The biggest difference was
the freedom to watch at one’s convinience. This also menat that people had the freedome to
watch these videos on any screens including TV, Mobile Phones, Tablets etc.
This was all possible because of the advent of fast internet connections and availability of
smartphones. Today, there are n number of streaming options available to the users. The top
players in the streaming industry are Netflix and Amazon. Netflix entered th emarket in 2005 and
today has 152 paid members using the service. Amazon entered the market on 2006 and began
streaming internationally in 2011.
Amazon Prime Video, You Tube, Netflix are the major players in India in this segment. Apart from
these, Hotstar, Zee5 and Jio Cinema are emerging entities and are expected to give tough
comeptition. The revenue from Video streaming segment is expected to be USD224 million by
2020. The number of users in 2019 was 53 million and is expected to be 78 million by 2024.
Following is the usage share of the various services in India.
Introduction to the Company
Jio Cinema is on-demand video library owned by Reliance Jio Infocomm Ltd.. They have TV shows,
movies, documentaries, trailers and music videos for the viewers. It supports both web and
mobile platforms. This service is free for all the users right now. The most impportant
requirement is that a user must have a Jio SIM card in the phone to use this service. However, if
a person is using it from web platform, he can use it from any operator but will have to provide
a Jio number for registration.
The application is available on both Google Playstore and Apple store. JioCinema offers many
shows and movies from genres like comedy, action, romance, thrillers, history and more. Jio
recently partenerd with Disney India and now provides Disney movies like The Lion King, The
Jungle Book, Toy Story and more. But to access these movies, a user need to unlock the Disney
section by sharing the link of the application with 5 new users.
The space requirement for this application is not more than 15 mb. A user can find content in
Hindi, English, Malayalam, Telugu, Kannada, Gujarati, Bhojpuri and Punjabi. Like in Prime Video
and Netflix, user here can also downlaod movies in the app. It also provides a feature of my
favourites where a user can add his favourite movie or TV show in this section and can watch it
anytime later.
The main focus of Jio Cinema is on app based platform. They focus on app downloads rather than
users who use the service through web. Also, the company has been playing on it “everything for
free” card here. They are currently increasing their database by providing everything free of cost
but later they will switch to subscription model. Another thing is that the webiste does not
provide latest contenet and focuses more on soap operas and hence is not able to cater to large
market.
Website Analysis
Let us now analyze the webiste. It is important to understand how is the user interface. Also, it
helps us to know the ease of use of the webiste because that is one of the major factors which
distinguishes a webiste from its competitors.
This is the first screen, which a user sees if he has not created his account on the website. The
website shows the most trending shows on the top and they keep on changing accordingly. Also,
the website shows the trailers on latest movies. This is done to attract more traffic on the website
for future. The website has categorized various movies and shows on the basis of:
1. What’s New
2. Trending in 2019
3. Recently Added
4. Languages
5. Genres
6. Top International Shows
7. Trending Music Videos
8. Sun Nxt Shows
These categories contain all the Web series and Movies, which are available on the JioCinema
website. The unique feature of the JioCinema website is that it has collaborated with Sun TV
owned Sun Nxt Player which is a South Indian Network providing South Indian movies in Tamil,
Telugu, Malayalam & Kannada.
The concept of the online streaming websites is that the content showed on the top is the most
popular and most viewed. Now, the JioCinema website places the TV shows on the top and
upcoming movie trailers below them. This is very different from the other online streaming
websites, which places the Movies on top.
Once the new user clicks on any video, the above page is displayed where the user needs to
register by his Jio phone number or Jio Service Id. If you are not a registered user, you cannot
watch the video. This registration page, which pops-up instantly, is very convenient as the user
is saved form the hassle of finding the registration page in the menu. Further, the home page has
separate options for Movies, TV, Music and Clips. Mostly, the users who visit these sites are in
the mood of browsing through the website for content but if a user is looking specifically for
some movie or TV show he can directly use these links to find that content.
This is at the end of the website page. Now, we can see here that the social media handle links
are provided here which directs the user to the social media page of the website. Also, the
company has provided an option of downloading the mobile phone application. This is again for
the promotion of the JioCinema Application. If a user is visiting the website for the first time and
he sees the link for downloading the application, there are very high chances that he will click on
the download link. This helps in increasing the application download. Another important point to
notice here is that if a user does not have a Jio Connection, he can also click on the link provided
here which says: Don’t have a Jio Sim? Visit www.jio.com to get a SIM now. By putting this
option here, the company is trying to attract more customers which are not Jio users. The link
redirects them to the Jio website which then provides the users with various discounts for the Jio
Connection.
Analysis using Similar Web
The following data has been taken from the SimilarWeb which is a website that provides services
of Web analytics for businesses. This data is for December 2019.
Company Jio Cinemas
Website www.Jiocinema.com
Global Rank 35952
Country India
Country Rank 2408
Category TV Movies & Streaming
Category Rank 1311
Total Visits ( 1.7 million
Average Visit Duration 3 mins 48 sec
Pages Per Visits 3.21
Bounce Rate 33.96%
Traffic by countries- Top 5 and percentage India- 92.32%
USA- 2%
UK- 1.10%
Pakistan- .72%
Canada- .53%
Traffic Sources- All 6 sources with percentage Direct- 66.02%
Referrals- 3.29%
Search- 29.46%
Social- 1.01%
Mail- .22%
Display- 0%
Percentage of traffic from search 29.46%
What % is organic and what % is paid 99.95%, .05%
Now, for the analysis purpose, let us take each statistic one by one.
Traffic Overview & Engagement
Total visits on the website(including mobile web) is 1.17 million and the website is ranked 35952
globally. This is the number of customers who have checked around the website or even
subscribed to the services. The graph shows us, that the visits have been constantly increasing
from mid of year 2019. The reason might be attributed to the collaboration of JioCinema and Sun
Nxt network. The Avg. Visit Duration of 3 minutes show us the average time spent by a user on
the website. This suggest that most of the customers visit the website for some information or
just to check what new programs are available on the site. Also, this shows the non-availability
of latest content on this website. Now, after comparison, we found out that even other video
streaming sites like Netflix, Amazon Prime video have approximately same Average Visit
Duration. The reason for this is that the people prefer to use these services on their phone
applications. Pages per visit shows the number of pages visited by user befor exiting the website.
The figure 3.21 shows that on average a user visits 3-4 pages. This may be attributed to the reason
that either the user knows what to look for or he is a repeated user.
Another important factor is the bounce rate. Bounce tells that a person has visited the site and
left immediately. A bounce occurs when a user visits the website and leaves it without triggering
any other request. Traffic by countries represent the place from which the highest traffic occurs
on the site. The website is of Indian origin and contains India specific content so 92% traffic is
from India.
Traffic Sources
The next most important thing, which we get to know, is about the traffic sources on the website.
The highest traffic is from Direct sources (66.02%). This shows that mostly the users visit the
website directly and not through some other sources. This in turn shows that the user knows
what he wants from the website. We can also find the percentage of the organic and paid
searches.
We can also find the percentage of the organic and paid searches. The organic search results are
obtained from the algorithm from the search engine while the paid searches are bought. Here,
we can see that the traffic from organic search is 99.95% and that of paid search is only .05%.
Analysis using Website Grader:
The next analysis will be done using Website Grader. This is a website, which grades a website on
metrics like performance, SEO and mobile readiness.
Website Grader has given 84 points out of 100 to the website and put it in the Good category.
Also, it shows that the website is low on performance but good in mobile readiness, SEO and
security.
Performance
Out of all the metrics, performance has been given 14 out of 30 points. Here, we can see that the
page size on the website is 1 mb which is good as it increases the speed of loading and save user
time. The page requests are 73 which shows that the website is making too many HTTP requests
in the backend which leads to slow speed of the site. This is also one reason for high bounce rate.
Apart from this the performance is low due to the average page speed which is 10.4 sec. This is
way too much as a good website’s page speed should be 3 secs. The reasons can be contributed
to the new designs on the website. It is one of the major reason for the loss of customers.
Mobile Readiness
Website grader has awarded 30 on 30 points to the mobile readiness of the website. This means
that in the present world where all the people are dependent on mobile phones, the website is
a perfect fit-in. It has been analysed on thwo metrics:
Responsiveness: The website has a responsive design. This means that there is only a single site
which has been coded to adapt the screen sizes of any device.
Viewport: It controls the width of the webpage for a device on which the user is viewing it. The
JioCinema website has a viewport, which automatically adjusts itself depending on the device.
Search Engine Optimization
JioCinema website has been awarded with 30 on 30 points on Search Engine Optimization. This
means that the website is very easily discoverable and accessible. This can be attributed to the
page titles which are not greater than 70 characters long. Also, sitemap which is a important
factor in this direction. It helps the user to navigate the website easily and with speed. The meta
description has been given good rating. The reason for this is the description under the link or
the url is a to the point and short. The users prefer the sites where they get the catchy content
displayed in the meta description.
Apart from this, the website is high in score in SEO because there are very less broken links in the
websites and all the links are SEO friendly.
Social Media Analysis
Social Media Marketing can be called as the use of Social Media platforms to reach and connect
with the target audience. This is done for brand building, increasing sales and increasing website
traffic. The most commonly used social media platforms are Facebook, Instagram, Twitter and
YouTube. We have analyzed the presence of JioCinema on Facebook, Twitter and YouTube. For
this analysis, we have used the tool called RivalIQ
Facebook
Facebook is one of the most popular social media platforms for the promotion of any product.
The number of people using Facebook is very large and which makes it an important platform for
promotion as you can reach more number of customers. Also, people from every age group are
present on facebook so the people from various segments can be tapped.
The number of likes on a Facebook page is one of the major metrics used to check how successful
your page is. Likes on Facebook tells the number of people following the page. It can be
considered an organic way of reaching out to the users. The important point to be noted is that
the company does not have to pay for these likes. This saves money and more people can be
reached out. It is a chain of events. As number of people who likes the page increases, the more
popular your page gets. The above data shows that in comparison to Netflix and Prime Video, Jio
Cinema has very less number of followers. The reason can be attributed to the fact that it entered
the market very late in comparison to Netflix and Prime Video. The other reason can be that the
company is not spending enough on Facebook Promotions as they are still playing on their card
of providing everything free to the customers. The other graph tells us about the Post/Day on
Facebook. In this metric, Jio Cinema is above Netflix with 3.20 posts/day. This means that all the
major launches on the website are posted on Facebook. It also means that website is in the
growing phase and they are trying to engage their audience on a daily basis.
Twitter
Twitter is another very important social media platform to promote a website. The main
difference between Facebook and Twitter is that Twitter is used for being on point. A user can
follow topics and trends by interacting with strangers. Also, celebrities are very active which helps
you in knowing what are they up to. On the other hand, Facebook is more of a networking site
between friends and family. Twitter is very useful in spreading message very quickly.
The above data show us that the company is very active on Twitter. On average, they post 4 times
on Twitter which is a good number and a way to keep the audience updated about new things.
Also, the engagement number of 3.51% shows that the interactions (shares and comments) on
any post by a person. In comparison to other platforms, this number is good. The reason can be
attributed to the type of content provided by the website. Now, the website is also streaming
Bigg Boss which is among India’s most viewed shows. The fan following of that show can be the
main reason for this number. The number of posts with Hashtags is also 99% which means that
all the posts related to any video contains Hashtags. This is another very important strategy to
capture audience. It helps users to connect with new information and thus increase the traffic on
the website.
YouTube
YouTube as we all know is the most popular social media platform in video streaming business.
It provides a huge platform to promote videos and is free of cost.
Jio Cinema has 108k subscribers on Youtube. This number is far less than Netflix and Prime Video
who have 12.4 million and 486k subscribers respectively. The videos are not able to get enough
views very fast. The reasons can be that Jio Cinema has not yet started its original series till now.
It is still showing movies and shows which are already available on other channels. Secondly, Jio
Cinema has not focused much on promotions on YouTube. Whenever a user subscribe to Jio
Cinema channel on YouTube, he is given updates about the TV shows and those movies which
are already available on other video streaming channels.
Apart from this, Jio Cinema page on YouTube has a lot of information about the website. It also
provides a search options for the videos directly from the homepage. Also, the links to various
social media platforms are provided in the about section of the homepage. The number of video
uploads are very less in comparison to other platforms.
Instagram
This is the Instagram Page of Jio Cinema. The page was launched in February 2016. Since then,
the page has 1,891 posts and 154k followers. This shows that there are 52 posts on average every
month. Apart from this, the analysis of the likes on the posts also tells us that the customer
engagement is on average .51%, which is not very good. The reason for the same can be that in
a short period of time, a lot many posts are being done on Instagram which can lead to self-
cannibalization.
Although this cannot be the sole criteria for measuring the engagement. It also depends upon
the content, which is being uploaded time to time. Recently, as Big Boss has started on Jio
Cinema, the number of followers has increased and the engagement score is bound to increase.
Sentiment Analysis
It is a tool, which tells a marketer about what public really think about a given product. It gives
deeper insights from the mind of a user about his perception of the product or service. This is a
very efficient way to understand the changes, which are required in the product to serve the
needs of the users and generate ROI. Sentiment analysis is a very powerful tool, which helps to
understand the extent to which users like or dislike the services by using powerful algorithms.
This further helps the marketers to analyze the situation and develop strategies accordingly.
We have used Brand 24 for Sentimental Analysis of JioCinema.
The data shows that in a time period (last 30 days), the total mention of the website on various
social media platforms has been 273 which is a high number. This means that the website is
gaining popularity on various platforms gradually. The reason for this is the content offered by
the website is being liked by many users.
But, the social media reach of the website is not up to the mark. Social Media reach means the
number of followers of a page. We also saw in the social media analysis that the subscribers on
various social media platforms are quiet less till now. Apart from this, the interactions in past 30
days on a post are only 352. This is a low number. This means that in all the comments and
discussions over posts regarding the content has been low. The reason can be attributed to the
thought process of the people for the website. The content offered by the website is mostly TV
shows which is targeted to a specific audience. Also, much variety is not provided in case of
movies.
We also get to know the positive and negative mentions of the website over the various social
media platforms. The numbers show that there have been 146 positive and 37 negative
comments. We can infer that those who are following the website, has a positive perception
about the site. This means that the site has been able to retain its customers. Although, it has
less number of customers but it has been able to keep those users engaged. This is beneficial in
the longer run.
The above data shows the mention of the website from various platforms. We can see that the
highest mentions are from Blogs (69). This means that people have opinions about the site and
they post it on blogs. These can be both positive and negative. More number of mentions on
blogs represent the popularity of website overall on the web. After Blogs, Twitter has the highest
mentions (41) of the website in last 30 days. This means that users are more interested in
discussions about the website over twitter and they want to be on point related to a particular
topic. This also helps in opening a discussion on twitter where more people can interact with
each other and this in turn increases the popularity of website.
Recommendations
The company must put more efforts in social media marketing, especially in Facebook and
YouTube. The company must make sure that the content is uploaded on time and based
on user preference.
Jio Cinema is new in industry and hence can learn from competitors. Paid searches can be
increased as it is in growth stage.
Twitter handle has been doing good so far. Some more personalized recognitions for
users will help in making the user stay longer.
Company needs to improves the website look. It’s very similar to others. There should be
some differentiating factor like when the user is about to leave, he should be intimated
about what is new and what is he losing on.
The page speed needs to be improved as it is one crucial factor which makes the user stay
or leave the website.
Google AdWords Campaign
A sample Google AdWord campaign is shown above for Jio Cinema. This can be customized to
reach more number of audience and increase the footfall on the website. It can also be used
when launching a new product.
