ICP Template for Media

Customisable ICP template - designed to help your brand attract, engage & retain the right audience

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Whether you're targeting OTT streaming, traditional TV, radio, podcasts, or a mix, understanding your Ideal Customer Profile (ICP) is crucial. With a vast audience that spans across urban and rural areas, multiple languages, and diverse content preferences, pinpointing who will love your content can be the difference between a hit show and one that gets lost in the noise.

What is an ICP and Why Does It Matter?

An Ideal Customer Profile (ICP) is a detailed description of your perfect audience. These are the people who actively engage with your content, subscribe to your service, and keep coming back for more. For a media company, this could mean:

1/ Viewers who binge-watch on your OTT platform.

2/ Radio listeners who tune in during their daily commute.

3/ Podcast enthusiasts who subscribe to your channel.

4/ TV viewers who watch your shows during prime time.

In the competitive media landscape, where content is consumed in multiple ways—streamed on phones, watched on TV, or listened to during road trips—knowing your ICP helps you deliver the right content, on the right platform, at the right time.

Why should you map your ICPs?

1/ Target Diverse Audiences:

India's vast diversity means preferences differ by region, language, and even socio-economic status. Defining your ICP helps you zero in on the audience segments that will appreciate your content.

2/ Platform-Specific Engagement:

Whether it’s reaching OTT viewers on their smartphones, radio listeners in Tier-2 cities, or podcast lovers in metro areas, each medium has its unique audience. A strong ICP helps you understand where to focus your efforts.

3/ Localized Content Strategy:

Tailoring content for a South Indian audience might differ greatly from a North Indian audience. An ICP helps you create content that resonates deeply, boosting engagement and loyalty.

How to Create an ICP

1. Gather Insights

Before you build an ICP, it’s essential to understand the unique preferences and habits of those already consuming content on your platform.

Audience Surveys:

Create surveys specific to each platform. For OTT, ask users about their preferred genres (e.g., Hindi drama, Tamil comedy, or Marathi thrillers) and viewing times (weekend bingers vs. nightly viewers). For radio, focus on listening habits during commutes or preferred shows. For podcasts, understand why listeners tune in—education, entertainment, or current affairs?
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Engagement Data:

Use analytics to track:

1/ OTT: Peak streaming hours, regional preferences, and drop-off points during a series.

2/ TV: Prime time vs. daytime viewership, most-watched shows by region.

3/ Radio: Listening patterns by time slot, popular shows during morning and evening commutes.

4/ Podcasts: Completion rates, download stats, and popular episode topics.
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Social Media & Platform Feedback:

Indian audiences are vocal on social media platforms like Instagram, Twitter, and YouTube. Look for comments, shares, and feedback on your content to understand what resonates and what doesn’t.

Combining this feedback and behavioral data allows you to identify patterns, preferences, and pain points unique to your audience.

2. Map Out Your ICP Based on Channel & Content Type

Your ICP might look different depending on the platform, so let’s break it down:

For OTT Platforms

Who are they?

1/ Urban millennials and Gen Z with disposable income.

2/ Families in Tier-2 cities looking for regional content (e.g., Bengali dramas or Tamil action series).

3/ Students in metros who binge-watch global shows with subtitles.

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What are their needs?

1/ Affordable subscription options like mobile-only plans.

2/ Exclusive regional content not available on other platforms.

3/ Downloadable content for offline viewing during travel.

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What frustrates them?

1/ Poor streaming quality on low-bandwidth networks.

2/ Lack of diversity in regional language content.

3/ High subscription costs without bundled options.

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Where do they consume content?

1/ 75% on mobile devices (especially for under-30s).

2/ Smart TVs or Fire Stick in urban homes.

3/ Laptops and tablets among students.

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For TV Channels

Who are they?

1/ Housewives watching daytime soaps.

2/ Families gathered for prime-time reality shows or cricket.

3/ Rural viewers who rely on TV for news and entertainment.

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What are their needs?

1/ Fresh storylines in regional languages.

2/ Cultural representation in prime-time slots.

3/ Sports content, especially cricket, with local commentary.

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What frustrates them?

1/ Too many ads disrupting their experience.

2/ Shows that don’t align with cultural values.

3/ Difficulty in finding new shows they’ll like.

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Where do they watch?

1/ DTH (Direct-to-Home) and cable subscriptions.

2/ Smart TVs in urban households.

3/ Community viewing spaces in rural areas.

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For Radio Stations

Who are they?

1/ Daily commuters, especially in metro cities.

2/ Rural listeners tuning in for local news and farming updates.

3/ Young listeners for popular morning and late-night shows.

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What are their needs?

1/ Localized news, weather, and traffic updates.

2/ Music and talk shows that reflect local culture.

3/ Contests and caller interaction segments.

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What frustrates them?

1/ Repetitive playlists.

2/ Limited local language content in certain regions.

3/ Infrequent updates on regional issues.

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Where do they listen?

1/ FM radio in cars during commutes.

2/ Mobile apps for live streaming.

3/ Basic radio sets in rural areas

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For Podcasts

Who are they?

1/ Young professionals looking for self-improvement and tech news.

2/ English-speaking metro audiences interested in global trends.

3/ Hindi and regional language listeners exploring storytelling or comedy podcasts.

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What are their needs?

1/ High-quality audio and clear narration.

2/ Consistent release schedules for serialized content.

3/ Access to both audio and video formats (YouTube podcasting).

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What frustrates them?

1/ Poor audio quality.

2/ Inconsistent episode drops.

3/ Lack of content in regional languages.

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Where do they listen?

On Spotify, Apple Podcasts, and regional apps like JioSaavn.
During commutes, workouts, or cooking.
On YouTube as video podcasts.

3. Customer Journey Mapping

Understanding the journey of Indian viewers and listeners helps refine each interaction point:

This table provides a clear overview of how users discover, explore, engage with, and remain loyal to content across different media platforms, making it easier to visualize the specific interactions at each stage.

4. Prioritize ICP Segments for Maximum Impact

Use these criteria to prioritize audience segments that drive growth:

Adoption Rate: Younger audiences on OTT or podcasts are quick adopters.

Willingness to Pay: Metro subscribers willing to pay for premium OTT content.

Frequency of Engagement: Daily listeners of morning radio shows.

Lifetime Value: High-value viewers who subscribe to annual OTT plans.

Unlock Your Ideal Audience with Our India-Specific ICP Template!

Ready to create content that truly resonates with India’s diverse viewers and listeners? Our template gives you actionable insights, tailored strategies, and proven methods to connect with your perfect audience. Whether you're aiming for OTT success, dominating radio waves, or building a loyal podcast following, this guide is your roadmap to growth.

Download Now and gain the clarity you need to craft content that hits the mark every time—turning casual viewers into passionate advocates for your media brand!

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Frequently asked questions

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What is an Ideal Customer Profile (ICP) and why is it important for media?

An ICP is a detailed description of your ideal viewer or listener—those who find the most value in your platform and have high engagement with your content. For a media company, understanding your ICP helps you produce content that resonates with your audience, tailor your marketing strategies, and optimize your platform for user retention, leading to a loyal user base and better subscription rates.

How can I gather data to create an ICP for my media platform?

You can gather data through multiple channels, including surveys, user feedback, app analytics, and social media insights. Analyze user behaviors like content preferences, time spent on the platform, and subscription patterns. Use this data to identify key demographics (age, location, income) and behavioral patterns (viewing habits, content preferences) to define your ICP accurately.

How should I use the demographic and behavioral segmentation table for my OTT or podcast platform?

Use the table to segment your audience based on age, location, and content preferences. For example, if you identify that young professionals in urban areas prefer binge-watching regional dramas during weekends, you can create targeted marketing campaigns and produce content that caters to this preference. This helps you attract and retain the most engaged viewers for your platform.

How can my ICP help in designing better content for Indian audiences?

By understanding your ICP’s content preferences and cultural nuances, you can design shows, podcasts, or radio segments that resonate more deeply with your audience. For example, if your ICP values regional language content, creating or acquiring shows in popular Indian languages like Tamil, Telugu, or Bengali can significantly improve engagement and subscription rates.

What is the difference between B2B and B2C ICPs in the media industry?

A B2B ICP focuses on defining ideal business clients, such as partnerships with other media companies or advertisers, and usually involves criteria like company size, industry, and decision-makers. A B2C ICP, on the other hand, focuses on end consumers like viewers or listeners. It helps you understand their demographics, viewing behavior, and content preferences, allowing you to tailor content, user experience, and subscription models directly to their needs.