03/11/2022, 18:46 Design a native language OTT platform.

— Technical Question | PM Exercises

Design a native language OTT platform.

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configured for several other languages from the

setting? - Single for now

Goal-

 The goal is to create an OTT app - Android and iOS, to

stream content in native language. The goal at this stage

is to acquire customers as it is a new product in the

market

User-

The users for this app will be the users from all age

groups from a particular native language speaking

community. 

Let’s categorise these users in these segments

according to their age groups - 

1. Toddlers - Age 1-5 

2. Kids - Age 6-12

3. Teens - 13-18

4. Young Adults - 19-25

5. Adults - 25 - 50

6. Seniors - Above 51

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03/11/2022, 18:46 Design a native language OTT platform. — Technical Question | PM Exercises

Another categorization for user groups is according to

their watching habits. They can be segmented into - 

1. Novice - Watch <10 hours a week

2. Bingers - Watch 10+ hours in a week 

The target user group for the product are the Teens,

Young Adults, and the Enthusiasts as they will be the

ones helping us to penetrate in the market, as they are

present in most numbers in our population, and also

Enthusiasts are the ones who will consume the content

heavily and eventually become product promoters. 

User Journey -

1. The user downloads the app from the App Store

(Android & iOS)

2. The user sign-ups on the platform via phone

number, email id, or via Socials (Gmail/Facebook)

3. The user selects their favourite actors, genres,

directors etc in a small questionnaire (Spotify like)

4. The feed gets populated with the curated content

as per users’ selection.

5. User selects a movie/series/music video etc and

can start watching right away. 

6. They can cast to their secondary screens.

7. The user can upvote for a movie when they like it or

can downvote if they don’t like it.

8. The users can share recommendations on social

media if they like some content. 

Assumptions - 

1. First assumption is that there is already sufficient

content created in the respective language that we

are going to make a product for, as we’re making a

product to curate content, not the content itself.  

2. Second assumption is that our users are versed

with technology enough to use mobile apps. 

Pain Points - 

1. No single product where all the content for a

specific language is present. People have to go on

various sites or torrents if they want to watch their

favourite movies. 

2. Regional production houses face a similar situation

where they don’t get penetration in the market, and

not many people are able to view their content. 

3. Less accessibility to urban users, as the regional

cinema movies are generally sold as pirated CDs

and DVDs in tier 3-4 cities.  

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03/11/2022, 18:46 Design a native language OTT platform. — Technical Question | PM Exercises

4. Regional cinema is watched by users from tier 2

cities and smaller and many of them are not able to

use apps in English, as these are not present in

local languages. 

5.  Regional cinema is usually released in theatres for

a short period till they are eventually replaced by

big budget bollywood movies.  

6. No place to view which movies are trending, going

to release, in production etc. This basically lowers

the discoverability of the movies, where users can

find what to watch.

7. Very less number of TV channels that cater to

audiences who watch regional cinema. 

8. Even if there is an audience to watch regional

content, there aren’t very large numbers of content

creators in the ecosystem. 

9. Status shaming involved with watching regional

local content, by people watching English movies or

“quality” content, (Yes! It’s a real problem). 

Prioritisation -  Usually the pain points are prioritised,

but since this is already a niche product and has a

limited number of features catered for a limited

audience we can work on all of these Pain Points. Had it

been asked to design an OTT product, we could have

prioritised these pain points as  to what to solve for. 

Solutions - 

1. To create an OTT app and partner with regional

production houses to get a licence to broadcast

their content on the platform. This helps production

houses to penetrate into a huge market, and also

helps users to get access to regional content. 

2. Localization of the app can be beneficial as people

who are not well versed with English can easily

navigate in the app. 

3. Embedding a YouTube viewer in app to let users

view content exclusively from regional content

creators. 

4. Created a curated list of movies, series, music in-

app to let users see what is trending, what is not,

what is about to release etc. Basically an IMDB for

regional content.

5. Creating a feature which lets users to view 15-30

seconds of videos like reels and shorts to let them

discover content creators. 

6. Having a recommendation engine which

recommends users the content which suits them

the best according to their initial questionnaire, and

learns as the users go on watching the content.

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03/11/2022, 18:46 Design a native language OTT platform. — Technical Question | PM Exercises

7. A customer loyalty program to get tickets for

movies or special screening of regional movies to

the loyal users.

8. A content creation portal where even the users can

create content in the form of small videos and

share with their peers. They can like, comment, and

share with their social media friends. This will not

only solve the issue of lack of content creators, but

also help in users adapting to content in regional

languages.

All of this might sound like an impossible combination of

Netflix, YouTube, TikTok and IMDB, but this is actually the

state of content in regional languages. It is calculated

that almost 97% of the Indian population has at least

one regional language, which is equal to almost 134

crores users and no single product to cater to such a

large audience.      

Feature Impact Complexity Priority

1 Very High High P0

2 High Low  P0

3 Medium  Low P1

4 High Medium P0

5 Very High High P1

6 Very High High P0

7 High High P1

8
High Very High P1

Success Metrics - 

1. DAU/WAU/MAU

2. Average daily watch time on platform.

3. Conversion percentage

4. Number of different titles viewed per week

5. Number of new titles added per week

6. Number of videos watched (for YouTube/ short

videos)

7. Number of videos added to the product per week

8. Average watch time per user per day.  

Summary - 

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03/11/2022, 18:46 Design a native language OTT platform. — Technical Question | PM Exercises

We discussed how to create an OTT app for regional

languages, for all the age groups, and discussed the

target user segment. We discussed the user journey and

the pain points that these users have. We didn’t prioritise

the pain points as this is already a niche product. We

discussed the possible solutions for the same, and

prioritised those solutions and finally defined the

success metrics for the product.   

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