Enveu Media & OTT Glossary
A practical knowledge base for OTT platforms, streaming tech, monetization, playback, analytics, DRM, FAST, and media operations. Use A–Z to browse or search to jump to a term.
A practical knowledge base for OTT platforms, streaming tech, monetization, playback, analytics, DRM, FAST, and media operations. Use A–Z to browse or search to jump to a term.
User acquisition refers to the strategies and activities used to attract new users to an app or platform and convert them into registered or active customers.
User acquisition is the process of attracting new users to a digital platform through marketing, distribution, and referral channels, and converting them into registered or active users.
In OTT and streaming platforms, user acquisition focuses on driving app installs, account sign-ups, and trial activations across mobile apps, web platforms, and Connected TV devices.
OTT platforms acquire users through paid advertising, app store optimization (ASO), social media campaigns, content marketing, partnerships, referrals, and promotional offers.
While user acquisition focuses on bringing new users to the platform, long-term growth depends on retention, engagement, and monetization after acquisition.
Effective user acquisition fuels audience growth, supports monetization models, and provides the foundation for analytics, personalization, and lifecycle marketing strategies.