Outline
Understand
- The Product
- ICPS
- JTBD
Tracking
- Product teardown (Micro Interactions)
- Activation Hypothesis
- Qualitative and Quantitative Metrics
The Product
With YouTube Music, you can listen to the latest hits, stay connected to artists you love, and discover new music to enjoy on all of your devices.
There are two versions of YouTube Music:
- YouTube Music with ads.
- The premium music service, YouTube Music Premium, which includes benefits like:
- Background play
- Music with no ads
- Audio-only mode
- With a YouTube Music Premium membership , you can listen to music without ads, enjoy background play, audio-only mode, and the ability to download and listen offline
What makes it stand apart from competition?
- Video Content: YouTube Music app offers video content in addition to audio tracks. Users can listen to official music videos, live performances, and other video content, all within the same app. Spotify, on the other hand, does not offer video content.
- Integration with YouTube: YouTube Music app is closely integrated with YouTube, which means users can easily access both music and video content from the same platform. Users can also watch music videos and live performances directly within the app, without having to switch to another app or browser window. Spotify does not offer this level of integration with any other platform.
- Personalization: Both apps offer personalized music recommendations, but they use different algorithms to do so. YouTube Music uses Google's machine learning algorithms to make recommendations based on a user's listening history, search history, location and a lot of other factors. Spotify uses its own algorithm, which takes into account a user's listening history, playlist data, and more.
- User Interface: YouTube Music app has a unique interface that combines audio tracks, music videos, and other video content in a single feed. The app also includes a "Hotlist" feature that highlights trending songs and music videos. Spotify, on the other hand, has a more traditional audio-based interface, with a focus on playlists and discovery.
- Pricing and Features: The two apps have different pricing plans and features. Spotify offers a free, ad-supported version, as well as a premium version that offers ad-free listening, offline playback, and other features. YouTube Music offers a free version with ads, as well as a premium version that includes ad-free listening, offline playback, and access to YouTube Originals.
Who is signing up? (ICPs)
ICP-1 | ICP-2 | |
ICP Name | Young Discoverer | Leisure Pursuer |
Age | 16-24 years | 28-35 years |
Gender | Any | Any |
Marital Status | Unmarried | Married |
Kids | None | DINK |
Occupation | Pursuing Graduation, Fresh from College, Trainee/Intern in New Age Startups | Mid-Level Managers in MNCs, Startups |
Location | Tier 1 Metros | Tier 1 Metros |
Lives with? | Parents/Friends/Flatmates | Rented House with Spouse |
Education Level | Still Pursuing or Graduates | Grads/Post Grads |
Income levels | 15000-45000 monthly | 120000-280000 monthly |
Tech Expertise | Moderate | Moderate |
Decision Maker | Self/Parent | Self/Spouse |
Risk Appetite | High- No resistance on trying new things in influence of friends | Moderate- No resistance on trying new things that makes more sense |
Most used apps | Instagram, Snapchat, Tinder, Whatsapp, Youtube, Swiggy | Instagram, Zepto, Blinkit Whatsapp, Youtube, Uber, Zerodha |
How do they spend time? | Hanging out in cafes, Meet-ups, Ordering Food, Watching Videos, Recommending the next series/film/game, Cafe/Bar outing and Weekend trips | Shopping, Buying Groceries, Investing & Budgeting, Maintenance work, Diner-Outing, Weekend trips, consuming OTTs and Youtube |
What do they spend their money on? | Budget Food, Travel & Experiences, Grooming, Workout, Shopping, Smart devices and gadgets | Food, Travel & Experiences, Grooming, Shopping, Wellness, Maintenance, Smart Apps, Devices and Gadgets |
What kind of content do they consume | Popular Series or Film on OTTs, Live Gaming, Insta Reels, Online Courses | Popular Series or Film on OTTs, Insta Reels, General catchup with news and updating with Industry, how-tos through courses, videos and articles |
Affinity to spend on Productivity Apps | Medium | High |
Value vs Spent | Looking for maximum value in purchase, Convenience and accessibility over small money | Convenience and accessibility, Looking for more Wholesome Deal, One family One Plan, Bundled Services |
Subscribed to | Barter of most big OTT services like Netflix, Prime, Hotstar between friends and friends of friends | Most big OTT services like Netflix, Prime, Hotstar |
Frequency of purchase | Monthly (Student Plan) | Discounted Annual Subscription |
Which features do they use most | Creating and Playing personalised playlist for various moments/occasions, Saving/Liking Songs | Mostly Playing radio (auto-suggestion) on smart connected devices in home and car, Saving/Liking Songs |
how frequently do they use these features | Almost Daily | Often |
Willingness to pay | Moderate | High |
Problem statement | wants to focus, boost productivity, workout with music.
ability to create, share, collaborate and tune-In to what friends are listening | wants to relax, commute, energise with music |
What are the users trying to do?
- Play their favourite songs and discover new music
- Uninterrupted music streaming across devices
- Wants to manage a library of music for different moments and occasions
- Wants to focus, boost productivity, workout with music
- Wants to relax, commute, energise with music
- Share and collaborate on music with others
What jobs users are hiring your product for? (JTBD)
ICP-1 | |
Personal Goals | To Listen, Discover & Manage Music for different moods and occasions. |
Social Goals | Share newly discovered songs with friends, create and collaborate in music playlists, wants to share and flaunt their taste in music, Create or Tune-In to custom radio stations among friends. |
Functional Goals | Uninterrupted music streaming, Wants to focus, boost productivity, workout with music |
Financial Goals | NA |
Exploration | Consideration | Purchase |
Was looking for an app to play, discover and manage | At party/get together friend introduced it - by creating a jukebox, casting on a device, where we can play music together and add to that playlist | Subscribed to discounted Student Plan for convenience, pro-features and ads-free music and videos |
Has tried downloading and saving videos and songs on mobile storage | Took a free trial for a month and liked discovering to songs through auto-suggestions and playlists based on moods | |
Has even tried using some music apps like Gaana and Wynk | Explored pro features like Jukebox and Music Tuner - Custom Radio | |
Was looking for a trendy and chic app to keep up and flaunt among friends | Can play music ad-free, offline and with the screen locked | |
Got to know there is even a discounted student plan. |
ICP-2 | |
Personal Goals | To Listen, Discover & Manage Music for different moods and occasions, and has access to connected devices. |
Social Goals | Occasional sharing of hand-picked songs within their closed circle |
Functional Goals | Uninterrupted music streaming, Wants to relax, commute, energise with music |
Financial Goals | Better bundled deal for family with more added services and features |
Exploration | Consideration | Purchase |
Was looking for an app to play uninterrupted ads-free radio | Learned about the features of youtube premium and came across YT music app | Subscribed to Family Plan for convenience, accessibility, ads-free music and videos for all family members |
Mostly tried downloading and saving videos and songs on mobile storage or pen drive | Took a free trial for a month and enjoyed ads-free video on youtube and liked listening and discovering music through auto-suggestions and playlists based on moods | |
Clicked on an AD of youtube premium and explored | Enjoyed music in car with android auto, and casting to smart speaker at home | |
Got to know about a one bill one family plan that allowed to add more family members under one plan |
Activation Metrics Hypothesis
Engagement with Search and Voice Search ≥5 times in ≤1 days
Shows the excitement users has in searching and finding their favourite songs.
User has opened ≥5 times a week
Important metric to observe engagement is the number of times app was opened and actively used
User has spent ≤5 mins per session in ≤7 days
Important metric to observe app stickiness and average time spent on app
User has listen to ≤25 songs in ≤3 days while screen locked
Shows app’s recommendation likeablilty and users intent to stay and average music stream time in background
User has liked/disliked songs ≥7 times in ≤3 days
Number of Likes and Dislikes while streaming, shows the keenness and engagement with recommendation engine through Auto-Generated Playlists
User has added ≥30 songs to playlist/library in ≤30 days added
Creating, Saving, Adding, Removing and Sorting Playlists shows the willingness and commitment to stay, as patiently user has taken this effort
User has clicked upgrade ≥7 times in ≤30 days
Number of times user has clicked upgrade or viewed plans suggests user’s consideration and inclination towards subscribing.
Use of Pro-features like creating Jukebox or Custom Music Tuner radio in the free trial
Use of such collaborative and shareable features, brings delight and can help distinguish beginner and core user from power user
User has opted to subscribe post trial because fear of losing out the likes and playlists already created in trial period
Such a metric can help draw relationship between friction to leave and conversion/LTV
User has shared ≥1 song in ≤3 days
Can help figure out whether the user is finding value in the app through discovery and likeliness to share with friends
Hypothesis | Qualitative Metrics | Quantitative Metrics |
Number of searches/voice searches | DAU/MAU, D1, D7, and D30 retention | |
Number of times app was opened | User Cohorts | DAU/MAU, D1, D7, and D30 retention |
Average time spent per active session | DAU/MAU, D1, D7, and D30 retention | |
Number of hours music streamed in background | User Cohorts | Daily and Monthly engaged time spent per user |
Engagement with recommendations | User Cohorts | D1, D7, and D30 retention |
Willingness to stay (Probability score) | App reviews | Number of times clicked on upgrade |
Willigness to Subscribe | Subscription rate vs retention | Subscription Penetration |
Use of pro-features | User Cohorts | |
Friction:Conversion Relationship | No of New/Reactivated - Free/Sub per day/month | |
Number of times user has shared songs | App reviews | Daily and Monthly engaged time spent per user |
End of YT Music : Onboarding Teardown
Thanks!
