DeepaG Media's 47M subscribers are churning at 18% annually, citing "can't find anything to watch" as the #1 exit reason. StreamVault introduces a real-time, AI-driven content discovery layer across all DeepaG properties — DeepaG+ Movies, DeepaG Kids, DeepaG Sports, and DeepaG NeDeepaG — replacing four fragmented search experiences with one intelligent platform.
Our subscribers are overwhelmed by volume and underwhelmed by relevance. Four separate content verticals each run their own recommendation stack — resulting in disconnected experiences, duplicated engineering cost, and a perception of chaos.
Subscriber exit surveys (n=12,400, Q4 2024) show 64% of churned users cited "content I wanted felt impossible to find" as a primary or secondary reason for cancellation — above price sensitivity (52%) and content quality (41%).
| Pain Point | Affected Segment | Severity | Evidence |
|---|---|---|---|
| Fragmented search across 4 apps | All subscribers | Critical | Avg. 4.2 taps before content selection |
| No cross-vertical recommendations | DeepaG+ / DeepaG Sports overlap | Critical | $0 cross-sell revenue captured |
| Stale personalization models | DeepaG Movies, DeepaG Kids | High | Models retrained weekly; cold-start lasts 72h |
| No mood/context-aware surfacing | All subscribers | High | CTR on homepage rails: 2.1% (industry avg 6.8%) |
| Missing watchlist sync | Multi-app users (31%) | Medium | NPS drag of -7 points among dual-app users |
Each percentage point of churn reduction retains approximately 470,000 subscribers at an average annual value of $144. A 6-point reduction — achievable based on Netflix's 2018 discovery overhaul benchmarks — represents $407M in prevented annual revenue loss. The total addressable opportunity, including upsell to Sports tier, exceeds $500M over three years.
Research distilled 8 qualitative interview clusters and 3.2M behavioral data points into three primary personas representing 84% of our subscriber base by watch-time.
StreamVault must serve Elena as confidently as Marcus. We will not optimize solely for power-user engagement metrics — casual users represent 38% of our subscriber base and churn 2.3× more readily than power users.
The following stories represent the MVP scope for the StreamVault discovery layer. All stories have been prioritized using MoSCoW and estimated in Sprint story points by the engineering team.
Delivery is structured in three phases, each unlocking incremental subscriber value while building the infrastructure for the next. Phase gates require sign-off from Product, Engineering, and Executive sponsors.
Phase 2 cannot begin until the cross-vertical data pipeline (Phase 1) passes data integrity validation. Engineering lead estimates a 3-week buffer to accommodate schema alignment between the Sports real-time system and the Movies/Kids Snowflake warehouse.
Metrics are organized by the HEART framework (Happiness, Engagement, Adoption, Retention, Task success). Baseline values drawn from Q4 2025 data. Targets set for 12 months post-launch.
The RACI matrix defines decision-making authority and communication expectations across all key activities. All escalations route to the Executive Sponsor within 48 hours.
| Activity | Product Owner | Eng Lead | Data Science | UX Design | Legal / Privacy | Exec Sponsor |
|---|---|---|---|---|---|---|
| Backlog prioritization | R | C | I | C | — | A |
| ML model architecture | I | C | R | — | — | A |
| UX / Design review | A | I | — | R | — | I |
| Privacy impact assessment | C | C | C | — | R | A |
| Go/no-go launch decision | C | C | I | I | C | A / R |
| Post-launch metric review | R | C | C | I | — | A |
Risks assessed using a 5×5 likelihood × impact matrix. All High-rated risks have assigned DRI (Directly Responsible Individual) and mandatory bi-weekly review cadence.
| Approver | Title | Version | Date | Status |
|---|---|---|---|---|
| Patricia Wren | SVP Product, DTC | v2.0 | Feb 12, 2026 | Approved |
| Daniel Kim | VP Engineering, Platform | v2.0 | Feb 14, 2026 | Approved |
| Simone Okafor | Chief Privacy Officer | v2.2 | Mar 28, 2026 | Approved |
| James Whitfield | Executive Sponsor / CTO | v2.4 | — | Pending |
This document was prepared as a portfolio artifact demonstrating Product Owner and Business Analyst competencies including: stakeholder alignment, user story writing with acceptance criteria, roadmap planning, RACI construction, risk management, and OKR/HEART metric frameworks — within a fictional major media company context.