Vextrova
Streaming subscriptions, watch engagement, content margin, and churn
About Vextrova
Industry
Direct-to-consumer streaming and OTT media analytics
Company size
Scale-up; 10 operating markets; 75K modeled subscribers on the panel, about 37K to 41K active at the end of any month and roughly 38K to 43K billed in it
Audience representation
modeled panel of about 75K subscribers representing a larger reported audience
Content scale
about 1,200 catalog titles across 14 genres and 40 studios
Panel revenue scale
$14M to $16M total panel revenue across the two-year window (about $7.5M to $8.2M per year)
Engagement scale
about 73M aggregated watch hours, roughly two to three hours per active subscriber per day, reported identically whether counted per subscriber or per title
Dataset scope
18 Enterprise-tier tables
Vextrova is a fictional scale-up direct-to-consumer streaming service created for synthetic BI demos and training; it represents no real streaming brand, content library, studio, subscriber base, or billing system. The kit presents a believable subscription-video operation where BI builders move from active subscribers, MRR, and churn into plans, watch engagement, content performance, licensing economics, billing, and regional P&L. Viewing is modeled as an aggregated monthly watch summary over a representative subscriber panel rather than a raw play-event stream, so engagement reads realistically while the data stays compact.
Operating Profile
- Sells monthly subscriptions from an entry Basic with Ads plan through Standard and Premium 4K up to Family and an annual Premium plan.
- Subscribers arrive through eight acquisition channels across ten markets and move through upgrade, downgrade, pause, and churn events.
- Covers signups, monthly subscription snapshots with MRR, aggregated watch summaries, billing, per-title performance, licensing cost, and regional P&L.
- Excludes real subscriber identities, card data, play-event telemetry, recommendation features, A/B logs, and general ledger.
Recent Business Events
- 1Vextrova entered two additional markets, stepping the subscriber base up gently while established markets anchor revenue.
- 2A new-year sign-up bump drives the strongest acquisition, while the autumn premiere season and the new year drive the heaviest viewing.
- 3Add-on attach and discounting differ sharply by market, so established markets earn over a dollar more per subscriber each month than emerging ones.
- 4Retention analysts review watch engagement, completion, and device mix beside billing and churn, as living-room viewing keeps taking share from handsets.
- 5Ad-free Premium and annual plans retain subscribers materially longer than entry plans, steering onboarding and content investment.
These are the operating questions this kit is optimized to answer first.
Active subscribers, MRR, ARPU, total revenue, and region margin by plan
New signups, churn rate, average tenure, and churn-reason mix by cohort
Watch hours per subscriber, completion rate, titles started, and device mix
Title and genre viewing hours, unique viewers, and content margin by studio
Licensing cost against the viewing it supported
Embedded Analytical Stories
Monthly subscriber health
Connect active subscribers, MRR, ARPU, region margin, and churn month by month.
Engagement and retention
Follow subscribers from signup through watch hours, completion, and device mix to activity or churn.
Content performance and margin
Compare title, genre, and content-type viewing against the licensing cost it required, by studio.
Operations drillthrough
Connect regional P&L down to billing detail, and subscribers down to their watch and lifecycle activity.
Billing roll-up
Regional subscription revenue traces to subscriber billing, and content cost to monthly title licensing.