Mubi - 173tech

Customer Behaviour

Insights on film performance, engagement & more

Objective

To understand which films drive long-term subscriber growth and engagement.

Obstacle

Making sense of millions of complex customer transactions across fragmented systems.

Outcome

$134 million in revenue generated through data-driven insights.

Background

MUBI is a global film streaming platform, production company, and distributor dedicated to exceptional cinema. With millions of users worldwide, even small optimisations can yield major results.

To stay competitive, MUBI needed a scalable analytics solution capable of delivering real-time insights into film performance, audience engagement, and customer behaviour. However, limitations in their existing analytics tools had created roadblocks to progress, prompting them to partner with 173tech to design and implement a modern, end-to-end data stack.

Challenges

Reactiveness: MUBI struggled to quickly identify emerging viewing trends or evaluate new releases. Data analysis was slow and labour-intensive, often taking days or weeks, delaying critical decision-making and limiting their agility.

Data Silos: Key insights were trapped across multiple, disconnected systems. Transactional data, customer activity, spending patterns, and membership tiers were all stored separately, making it difficult to form a unified view of user behaviour.

Large Data Volumes: With millions of users engaging daily, MUBI was grappling with the sheer scale of their data. The challenge lay in identifying a cost-effective solution capable of processing and analysing this vast dataset without compromising speed or accuracy.

Solution

Strategy: We began by collaborating closely with MUBI’s key stakeholders, hosting a series of interactive sessions to uncover the fundamental drivers of their business success.

Data Dictionary: To bring clarity and consistency to their operations, we developed a comprehensive data dictionary. This vital resource ensured that all team members understood the significance of key data points, their sources, and the precise definitions of important terms.

Infrastructure: The insights from the data dictionary directly informed our recommendations for MUBI’s data stack. We identified opportunities to streamline processes, finding that most metrics could be batch loaded, significantly reducing operational costs.

Impact

Data Modelling: We implemented a sophisticated data modelling layer paired with an advanced analytics cluster. This enabled MUBI to gain insights both at the macro level, analysing customer trends as a whole, and at the micro level, with granular metrics for individual users.

Comprehensive Dashboards:
We developed and delivered six automated dashboards, covering critical areas such as subscription trends, customer retention, film performance, viewing engagement, and more.

Driving Business Success: The actionable insights provided by these analytics tools played a pivotal role in MUBI’s growth. By harnessing the power of data, they deepened customer engagement, culminating in an impressive $134.0 million in revenue and a thriving base of 8 million customers in 2022.