How Digidarts Scaled Story TV’s Trials-to-Payments Engine with 15%+ F2P at Pan-India Scale
About the Campaign
Story TV entered India’s crowded OTT market with one challenge Turn installs into First-Time Trials and trials into paying users. Digidarts was appointed to build a performance system that could deliver high-quality FTUs at scale, maintain a 15%+ Trial, Payment conversion, and set a benchmark for a national OTT launch.
Background
Subscription OTT is a fierce battlefield; installs are easy, but payments are hard.
Noise is high. User intent is unpredictable. Scaling quality is the real win.
We approached Story TV’s October launch with one focus:
Acquire users who don’t just try, they pay.
The foundation: Appsflyer intelligence, PID-level optimisation, mobile-first creatives, and a tightly-controlled scaling framework.
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Objective
Drive high-intent First-Time Trials across India and consistently sustain a 15%+ Trial→Payment (F2P) benchmark while expanding reach nationwide.
Our Approach
Results
15%+ F2P
Achieved Consistently: Exceeded OTT industry benchmarks.
High-Intent Install Growth
High-Intent Install Growth Precision targeting scaled quality users.
Stable Trial Payment
Conversion at Scale Even during pan-India rollout.
Improved Funnel Efficiency
Stronger retention and payment behavior from new cohorts.
Month-on-Month
Performance Improvement Validated the creative + PID-led performance architecture.
Brief about the problem statement
Scale Sunova’s D2C business while maintaining marketplace revenue shares.
Scale D2C sustainably by bolstering ROI
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