TV Networks • Croatia

Nova Play:
Digital transformation of a leading Croatian multimedia group.

A complete OTT rebuild for Croatia's most-watched commercial broadcaster. New platform, new monetisation model, new audience relationship. Launched in 8 weeks.

425%Daily active users

193%Paid subscriptions

80%Engagement sessions

44%Linear viewership

Overview

Nova TV, part of United Group Luxembourg S.a.r.l. – the leading telecommunications and media company in Southeastern Europe, recognized an opportunity to elevate its OTT platform, Nova Play, to better meet the evolving expectations of digital audiences.

Adapting to new user expectations, Nova TV set out to enhance the platform's user experience, unify content delivery across all devices, and introduce modern features that would strengthen engagement and monetization.

The challenge

Client's Opportunity

Nova Play had a solid foundation as a local streaming platform with strong content and a loyal viewer base. However, there was a clear opportunity to take it to the next level by addressing several areas for growth:

Unifying two existing platforms to streamline user journeys and centralize data tracking
Modernizing the user experience, particularly on mobile and smart devices, to align with evolving viewer habits
Introducing personalization features such as content recommendations and user profiles to deepen engagement
Improving content discoverability through better navigation and visual presentation
Enhancing monetization potential and giving editorial teams greater control with more intuitive tools

These areas offered an opportunity to position Nova Play as a future-ready, user-first OTT platform built for the future of digital media.

The solution

Approach taken

We partnered with Nova TV to redesign, consolidate, and modernize Nova Play.

Project’s goals

1. Clear vision

Make content easy to discover, enjoy, and return to.
Build a platform that works seamlessly across devices.
Empower editors with real-time tools for content management.

Tools, methods, and features used

2. Execution

Unified Platform: Web, mobile, tablet, smart TV, Chromecast – all synced
Modern UX/UI: Global-standard visuals, responsive design, improved content hierarchy
Smart Features: AI search, continue watching, binge mode, user profiles,
My List Editor Tools: Backoffice CMS, real-time analytics, content promo controls
Marketing Boosters: Push notifications, promotional placements, QR in-video CTAs
SEO & Analytics: Better content discovery and cross-platform tracking.

The results

Transformational growth
across every metrics

Within 12 months, Nova Play experienced a dramatic surge
in both user engagement and platform performance.
The results speak for themselves.

425%

/ DAILY ACTIVE USERS+

193%

/ PAID SUBSCRIPTIONS+

80%

/ ENGAGEMENT SESSIONS+

44%

/ LINEAR VIEWERSHIP+

→Head of OTT

@ Nova TV Group

Together, these results mark Nova Play not just as a revitalized platform, but a benchmark for regional OTT innovation - built to compete, engage, and grow.

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Nova Play:Digital transformation of a leading Croatian multimedia group.