ZEE5 India has had exponential growth since its launch in 2018, now serving more than 11.4 million peak daily users as of Dec 2019. It continues to focus on attracting and retaining customers. As the audience has grown and their interests have become significantly diverse, ZEE5 India wants to understand audiences at an individual level so it can hyper-personalize the most relevant and preferred content at the time they are most likely to consume it. This involves leveraging viewer data as effectively as possible to understand where people are in the customer lifecycle and their content consumption behavior. With these insights, ZEE5 India can define and deploy a strategic mix of communication channels, content and consumption time to ensure high acquisition, consumption and retention rates.