📊 OTT User Funnel Analysis (Python + Power BI)

This project analyzes the user journey across an OTT streaming platform, from viewing content to completing a paid subscription. Using Python for data cleaning and funnel metric generation, and Power BI for dashboard visualization, we identify key drop-off points and provide business recommendations to improve subscription conversion.

🎯 Objective

Understand where users drop off in the subscription process and provide strategies to improve conversion and revenue.

📂 Project Structure

OTT-Funnel-Analysis/
│
├── data/
│   ├── raw_data.csv
│   └── cleaned_ott_funnel_data.csv
│
├── python_notebooks/
│   └── Funnel Analysis.ipynb
│
├── power_bi_dashboard/
│   └── OTT_Funnel_Analysis.pbix
│
└── report/
    └── Funnel_Analysis_Report.pdf

🧹 Data Cleaning (Python)

• Removed duplicates and missing values
• Standardized date and event timestamps
• Created funnel stage indicators
• Exported cleaned dataset for Power BI

🔻 Funnel Drop-off Summary

Stage	Users	Drop %	Insight
Visit Content	1436	-	High awareness and platform reach
Click Subscribe	360	74.9%	Value not clear, CTA improvement needed
Select Plan	360	0%	Users who click show intent
Start Payment	223	38.1%	Pricing / trust hesitation
Payment Success	121	45.7%	Payment failures or trust issues

📈 Power BI Dashboard

• Interactive funnel visualization
• Slicers: Age, Gender, Device Type, Region
• DAX for Drop-off % and Conversion %

💡 Key Insights

• Major loss occurs before subscription initiation
• Payment stage also shows high abandonment
• Younger audience shows higher browsing but lower conversion

✅ Recommendations

1. Improve subscription CTA and highlight value
2. Simplify login/sign-up (enable Google/Phone login)
3. Improve payment experience (UPI Autopay, trust badges)
4. Offer limited free trial to reduce hesitation
5. Perform A/B testing on signup and payment pages

🛠️ Tools Used

Tool	Purpose
Python	Cleaning and transformation
Pandas / NumPy / Matplotlib	Data processing & analysis
Power BI	Dashboard & visualization
Git & GitHub	Version control and portfolio showcase

👤 Author

Om Suryawanshi — Data Analyst

GitHub: https://github.com/Om200327