In a world where digital screens are the central focus of children’s entertainment, Vobble is a game-changer that seeks to offer a screen-free experience for kids. The startup is transforming the audio OTT space for the younger generation by offering a mix of skill-based story series, game shows, music, and interactive activities. Through WebEngage’s strategic guidance, Vobble has perfected the craft of user retention and long-term engagement and become a leader in children’s audio entertainment.

The Increasing Fears Over Screen Time

There are several studies and opinions from experts highlighting the detrimental effects of high screen exposure among children on their cognitive, language, and social-emotional skills. Technology, although important for education and recreation, is also something that poses a challenge in balancing for parents. Two proactive women, Neha Sharma and Sowmya Jagannath, noted this problem and aimed to bring about a more balanced alternative.

When the pandemic hit, both co-founders, both mothers themselves, grew more concerned about their children’s screen time. They could not find an appropriate non-screen entertainment platform no matter how hard they tried. In September 2022, they took the initiative and introduced Vobble, an immersive audio storytelling platform suitable for children aged 4-10 years.

Vobble’s Unique Approach to Audio Entertainment

As opposed to the usual audio material, Vobble presents an interactive and dynamic experience in storytelling. New material, ranging from story series to music, audio shows, and children’s podcasts, is published weekly. These captivating stories are either created in-house or produced in association with famous publishers like HarperCollins, Scholastic, Hachette, and Amar Chitra Katha.

“We are believers in the magic of sound to engage kids’ minds and give them a much-needed screen break, thus nurturing their passion for listening, learning, and imagination,” says Neha Sharma, Co-founder and CEO of Vobble.

Shark Tank India and the Funding Boost

Vobble made a huge splash when it was featured on Shark Tank India Season 3, where it raised an investment of Rs 25 lakh from Namita Thapar, Executive Director at Emcure Pharmaceuticals. Not only did the experience from Shark Tank offer money, but it also helped increase Vobble’s exposure, generating national awareness about the need for screen-free fun among children.

“The reality program boosted our visibility, enabling us to pitch the value of sound on a national platform,” Sharma states.

The startup kept building steam and, in March 2024, raised $1 million in seed capital from early-stage VC fund Lumikai, with participation from Blume Founders Fund and a few angel investors. This funding has helped Vobble increase its user base, improve its content library, and create new features that engage young listeners.

Retention: A Key Metric for Success

For an audio platform such as Vobble, retaining users is not merely a numbers game—it is a matter of ensuring that listeners discover value and enjoyment in their content. The firm recognized the importance of retention prior to its formal launch.

“Unless kids spend time interacting and listening to our content, our vision of lowering screen time can never become a reality,” explains Sowmya Jagannath, Co-founder and Chief Experience and Product Officer (CEPO) of Vobble.

Vobble found a high correlation between frequent use of the platform and longer subscription durations. Returning users and parents were more inclined to upgrade and refer others to the platform. To fuel sustainable growth, Vobble focused on retention from the beginning.

The startup also gained strong support from more than 100 parent influencers, whose referrals and word-of-mouth further attested to the platform’s influence on kids’ learning and entertainment behaviors.

WebEngage’s Contribution towards Vobble’s Growth

As a part of fine-tuning its retention approach, Vobble utilized the WebEngage Startup Program, where it gained exposure to sophisticated capabilities in user segmentation, engagement measurement, and automation.

“The single most important thing I learned about through the program was how to monitor and address user behavior trends at a deep level. We optimized our message and engagement setup so that a user has a meaningful and relevant experience,” affirms Sharma.

WebEngage’s product platform allowed Vobble to create a data-driven retention marketing strategy, tying engagement activities to business goals like subscription renewals and user satisfaction. Automated workflows, A/B testing, and user segmentation features allowed Vobble to create behavior-based, targeted campaigns that engaged users without overwhelming them.

Key Learnings from Vobble’s Journey

One of the key findings of Vobble has been that having a pre-plannable content calendar matters. Producing a regular calendar of content ensures kids anticipate what is coming up next, and parents are able to organize screen-free entertainment in advance.

Direct feedback loops also matter significantly. Vobble seeks active feedback from parents in the form of what they want, so the content can be altered to meet that demand.

“User-behavior-based personalized recommendations have significantly enhanced engagement. Providing children with more of what they enjoy—be it stories in a preferred genre or themes they identify with—has been extremely effective in keeping them engaged with Vobble,” says Sharma.

Vobble’s retention strategy is a continuous process of listening, learning, and evolving based on user requirements.

The Road Ahead for Vobble

Having a solid foundation in the Indian market, Vobble is now looking to scale up its offerings and move into the international arena. The company is developing an in-house AI-based interactive device that will further enhance the child’s storytelling experience to make it more engaging and magical.

“Alongside dramatized narration, we are now putting money into a distinctive device enriched by proprietary technology and AI-powered content to personalise every child’s experience,” Sowmya adds.

As the Indian OTT space keeps growing, Vobble is set to find its place in the sun by specializing in quality audio content for kids. With its out-of-the-box thinking, strategic collaborations, and increasing user base, Vobble is already well on its way to revolutionizing how kids interact with stories and learning—one screen-free adventure at a time.

Conclusion

Vobble’s story is a testament to the strength of innovation in overcoming contemporary challenges. By giving kids a choice from excessive screen time, the startup is not just improving their imagination and cognitive skills but also transforming the children’s entertainment industry. With further investment in the latest technology, content development, and retention efforts, Vobble is poised to revolutionize the realm of audio-based edutainment. The future is bright, and with proper strategies, Vobble may soon be a brand name in family-friendly online entertainment globally.

To read about more inspiring startup journeys, visit Arise Times.