TV9 encountered a significant challenge in its user acquisition strategy: traditional registration processes were proving cumbersome, leading to high drop-off rates and hindering user sign-ups. Recognizing the need for a frictionless experience, TV9 implemented Google One Tap across six of its websites (tv9hindi.com, tv9telugu.com, tv9marathi.com, tv9kannada.com, tv9bangla.com and tv9ujarati.com). This integration replaced the traditional, multi-step registration flow with a seamless, password-free sign-in option. By simplifying the onboarding process, TV9 effectively reduced user friction, resulting in a notable improvement in sign-up conversion rates.

The implementation of Google One Tap sign-in resulted in a rapid acquisition of over 200,000 user registrations within 60 days, significantly accelerating TV9's first-party data collection. This streamlined user experience reduced friction, enhancing reader trust and satisfaction. The enriched first-party data empowers TV9 to cultivate deeper relationships with its audience through personalized newsletters and recommendations. This data-driven approach not only strengthens reader loyalty but also unlocks new revenue streams, including personalized alerts and potential membership offerings. By gaining a comprehensive understanding of its audience, TV9 aims to solidify its position as a trusted news source and deliver a richer, more tailored news experience in an era where reader engagement is paramount.