About OSN+
OSN+ is the premier streaming service in the Middle East and North Africa (MENA) region, featuring a diverse content library that includes blockbuster hits from major studios like HBO and Paramount alongside a rich selection of regional productions. Catering to a wide range of preferences, OSN+ provides various subscription tiers and is accessible across TV, mobile web, and mobile app platforms. The service is committed to delivering top-notch entertainment while focusing on expanding its subscriber base and optimizing customer acquisition costs (CACs). OSN+ also emphasizes retaining users, reducing churn, and enhancing key metrics like average revenue per user (ARPU) and lifetime value (LTV) to ensure sustained growth and satisfaction.
Challenge: Overcoming fragmented user journeys
Before partnering with Branch, OSN+ faced multiple challenges that hindered its ability to optimize user journeys and accurately measure campaign performance. With its previous mobile measurement partner (MMP), deep links often directed users to the wrong destination — mobile web instead of the app — resulting in fragmented and frustrating user experiences. Additionally, the lack of proper measurement capabilities left OSN+ in the dark about the performance of its web and TV-to-app journeys, making it difficult to calculate the true return on investment (ROI) of awareness campaigns and organic channels. OSN+ needed a solution that could seamlessly connect the dots across channels and provide the analytics necessary to optimize every step of the customer journey.
Solution: Enhancing user experiences and measurement
After transitioning to Branch, OSN+ focused on enhancing the user experience, gaining deeper audience insights, and optimizing marketing efforts with strategic solutions. At the heart of this approach were Branch deep links — customizable, data-rich links that effortlessly guide users across platforms while delivering valuable analytics.
Simplifying the login experience with auto-login QR codes
One major challenge for OSN+ users was the cumbersome login process on the TV app, which involved manually typing usernames and passwords on a remote and remembering account details. To simplify this, OSN+ introduced Branch deep-linked QR (quick response) codes. Now, users can scan a QR code on their TV screen, which instantly opens the app on their mobile device and auto-authenticates their TV login. By choosing Branch links over generic Universal Links, OSN+ ensures a more reliable and consistent user experience across all devices and platforms, smoothly guiding users regardless of whether they had the app installed. This seamless approach boosted customer satisfaction and significantly reduced support inquiries related to login issues.
Improving measurement with advanced attribution tools
With Branch, OSN+ overcame previous limitations in tracking and measuring campaign effectiveness. Branch’s advanced attribution and measurement tools now allow OSN+ to precisely link awareness campaigns to app installs and other crucial conversions. This enhanced visibility has enabled OSN+ to better understand campaign ROI, optimize resource allocation, and make informed, data-driven decisions to elevate overall marketing performance. Branch’s integration also introduced new testing opportunities for OSN+: By embedding Branch deep links into its web pages, OSN+ can test various strategies to enhance web-to-app conversions. This includes evaluating whether users should be directed straight to the app store or prompted to subscribe on the mobile web first. This iterative approach helps OSN+ refine the user journey, improve conversion rates, and ensure a smooth transition from web to app without additional login requirements.
Results
The implementation of Branch’s solutions has been a game-changer for OSN+, transforming both user experience and campaign effectiveness. The deep-linked QR code auto-login feature has eliminated the hassles of traditional TV app login methods, enabling over 2 million users to enjoy seamless access across devices and significantly boosting customer satisfaction.
Branch has also empowered OSN+ with deeper insights into web-to-app and TV-to-app journeys, driving more accurate attribution and smarter resource allocation. These advancements have driven stronger user engagement, increased subscription rates, and a more data-driven approach to growth. With 57% of new subscribers in 2024 acquired through owned channels and 22% of new users coming from these same channels, OSN+ has proven that optimizing for existing user interactions can unlock powerful experiences and build lasting loyalty.
“Branch has transformed our approach to user journeys and attribution. Previously, linking our campaigns to user actions like installs and subscriptions was challenging, particularly with the limitations of SKAdNetwork (SKAN) and the decline of cookie tracking. With Branch, we gain a comprehensive view of campaign performance and user pathways, enabling us to measure ROI and fine-tune our strategies. The deep linking integration has not only streamlined the user experience across devices but also delivered the actionable insights needed for data-driven decision-making.”
Mohammed Ogaily, VP Product
Anghami/OSN+
