The streaming market is highly competitive, with global giants and strong local players—many of which dominate their respective countries—competing for users’ attention. Successful marketing campaigns depend on a deep understanding of cultural context and local audience preferences.
In this case study, we demonstrate how a systematic approach to optimizing text and image metadata increased the app’s visibility and install conversion rates. As a result, organic impressions grew by 131% and installs by 70% over a six-month period.
A mobile streaming app that provides access to a vast library of global blockbusters and local box office hits, as well as popular domestic and international TV channels for viewers across several European countries.
The company approached us with the aim of increasing the app’s organic traffic and market share in terms of installs in the following target markets: Ukraine, Poland, Romania, Hungary, the Czech Republic, and Slovakia.
Differences in user preferences across countries, requiring adaptation of text and graphic metadata to reflect the most popular content in each region.
To achieve our goals, we developed a comprehensive ASO strategy that covered:
The team collected and analyzed data on over 500 key players across the target markets. This analysis helped identify major local competitors, assess the complexity and feasibility of entering each region, and account for seasonal demand fluctuations.
Distribution of installs in the niche across target countries over one month:
Monthly revenue breakdown by niche in target countries:
Niche dynamics in target countries:
When building the semantic core, we analyzed:
When compiling the metadata, we focused on specific parameters:
Compiling the semantic core in Asolytics:
We monitored the performance of each metadata update, removing search terms that did not drive growth in subsequent iterations and adding new ones.
When creating a new set of screenshots, our team adhered to several key principles.
The new set featured bright colors and was designed to evoke positive emotions and a sense of comfort, as the app is primarily intended for family viewing. A/B testing showed a 4.83% increase in conversion rate compared to the previous version.
Movie premieres, TV shows, and major sporting events are quite popular among viewers and generate significant traffic spikes.
Example of a spike in organic installs following a sports event broadcast:
To effectively attract new users and retain existing ones, we launched a series of 33 in-app events dedicated to these occasions.
Despite intense competition in the niche, the RadASO team expanded the semantic core, increased visibility, and improved the app landing page’s conversion rate. This resulted in steady growth in organic traffic: a 131% increase in impressions and a 70% increase in installs by the end of the campaign.
After updating the metadata, the number of relevant search terms for which the app began to rank increased.
Ranking trends in the TOP-50 across target countries:
The share of organic impressions received by the app in its niche increased by 87%.
The app’s share of organic impressions across target countries:
As a result of updating the graphics and launching conversion events, the product page’s conversion rate increased by 60%.
Organic conversion trends for the app’s listing page:
As a result of increased visibility and improved app page conversion rates, organic traffic grew:
Impressions trend:
First-time installs trend:
Organic traffic growth in target countries:
These results were achieved through systematic optimization of text and image metadata over a six-month period. Despite facing strong competition in the niche, the RadASO team expanded the semantic core, increased visibility, and improved the app listing page’s conversion rate, which ensured stable growth in organic traffic: +131% impressions and +70% installs by the end of the project.
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