Why has the click-through rate on personalized content recommendations on Hotstar decreased by 25% over the past month?

Introduction

The recent 25% decrease in click-through rate (CTR) for personalized content recommendations on Hotstar is a significant issue that requires immediate attention. This analysis will systematically investigate potential root causes, generate data-driven hypotheses, and propose a strategic plan to address the problem.

Step 1

Clarifying Questions (3 minutes)

• What specific time frame are we looking at for this 25% decrease?

• Has there been any recent change to the recommendation algorithm or content library?

• Are all user segments equally affected, or is the decrease more pronounced in certain demographics?

• Have there been any changes to the UI/UX of the recommendation section?

• Are there any seasonal factors or major events that could have influenced user behavior?

• Has the definition or measurement of CTR remained consistent throughout this period?

Understanding the timeframe is crucial as it helps identify potential correlations with specific events or changes. A hypothetical answer of "over the past month" would focus our investigation on recent changes.

Knowing about algorithm changes is vital because they directly impact recommendations. If there were recent updates, it could explain the CTR drop and guide our solution approach.

User segment information helps pinpoint if the issue is global or specific to certain groups. For instance, if the decrease is mainly among younger users, we might need to reassess content relevance for that demographic.