The streaming revolution has driven a shift in viewer behavior as more consumers flock to streaming apps for programming to brighten dreary days in lockdown. But SonyLIV, the video-on-demand service owned by Sony Pictures Networks India, which is also available in the U.S. via Sling, is not just seeing usage numbers explode. The company uses a smart approach to data and segmentation enabled by CleverTap to stop churn before it starts, increasing engagement in this at-risk segment by over 70%. Users don’t just re-engage with the app; they spend nearly double the time in-app. In episode #415 of our bi-weekly series Reimagine Growth, our host Peggy Anne Salz talks with Manish Dhanwani, Senior Marketing Manager at SonyLIV. Manish shares how his company buckets users into six segmentation according to how recently and frequently they engage with the app. He also shares how SonyLIV combines streaming and gaming to let users be characters in shows and part of the stories they love.