JioTV App Page Case Study

Client

Jio

Service

Copywriting

Industry

Content Writing

Year

Dec 2022

About the client

JioTV is one of India’s leading live TV streaming apps, offering instant access to 900+ channels across multiple genres and languages. Aimed at redefining the way India consumes television content, JioTV caters to a diverse user base spanning metros to remote towns. The app combines entertainment, sports, news, and regional programming—all within a seamless digital experience.

JioTV approached me to craft custom app copywriting that reflects their brand ethos, simplifies user engagement, and encourages action, especially from first-time digital users and regional audiences.

The challenge

Despite its massive content library and tech infrastructure, JioTV was dealing with a few key content challenges:

  1. Low content relatability: With such a wide user base, the app needed micro-targeted, easy-to-digest language that spoke to different age groups and regions.

  2. Technical overload: App feature descriptions were too mechanical and lacked emotion, failing to convey the app’s ease of use and appeal.

  3. Drop-off in engagement: Many users were unaware of the full range of JioTV offerings. The existing copy didn’t guide or excite users to explore beyond their comfort zones.

Objectives

Given the diversity of JioTV's audience—from college students to senior citizens—the content had to be universal, simple, and compelling.

  1. Simplified copy: Explain all features and benefits in everyday, human language, understandable even to someone new to smartphones.

  2. Action-focused writing: Encourage users to watch, explore, and return, through emotionally charged and benefit-led copy.

  3. Tone consistency: Align content tone with Jio’s voice—friendly, inclusive, and forward-thinking.

  4. Highlight uniqueness: Bring out the brand’s core strengths—free access, regional inclusivity, anytime-anywhere viewing.

Approach

A structured and empathetic content strategy was developed:

  1. Discovery phase: Reviewed competitor apps and conducted informal interviews with JioTV users from Tier 1 to Tier 3 cities to understand real user pain points.

  2. Tone & brand alignment: Created a content tone guide focusing on friendliness, trust, and regional relatability.

  3. Feature storytelling: Translated tech-heavy features like “Catch-Up TV,” “Multi-language support,” and “Smart Recommendations” into relatable, benefit-first stories.

  4. Content journey: Mapped the user journey on the app and wrote content that nudged users forward—from installation to regular use.

Key deliverables

  1. Homepage/App Store copy: Developed punchy, action-driven copy like:
    “HL: Watch TV shows on your mobile anytime | SH: 1000+ channels in 16 languages"
    Conveyed the emotional appeal of freedom and access.

  2. Feature descriptions: Rewrote in simple terms, e.g.,

    • Before: “Catch-up feature allows viewing of past episodes.”

    • After: “Watch missed episodes later, anytime, with Catch-Up TV.”

  3. In-app banners & tooltips: Created engaging microcopy nudging users to explore lesser-used features like channel bookmarking and reminders.

  4. Onboarding copy: Simplified the new user journey with friendly, low-friction copy:
    “One super-app with 1000+ channels in 16 languages across 13 genres”

  5. Multilingual clarity: Created a content guide for localization teams to ensure the original tone was preserved across languages.



The impact

Within the first 3 months after the content revamp:

  1. Boost in user engagement: Time spent in-app per session grew by 18%.

  2. Feature exploration increased: 30% more users engaged with lesser-known features like Catch-Up TV and regional channels.

Client testimonial

Marketing Lead, JioTV: "Sandip helped us simplify how we communicate JioTV’s power to our audience. The new content feels more real, more relatable, and more us. Our users are finally exploring the full app, not just sticking to 2-3 channels."

Conclusion

In a cluttered OTT landscape, it’s not just features but clarity, relatability, and emotional connection that drive adoption. By understanding JioTV’s mission and user base, I delivered copy that not only explains but inspires action.

Let’s turn your app into something users love, explore, and talk about—together.