About Kuku
Kuku is India’s go-to destination for audio and vertical reel storytelling with original shows, audiobooks, microdramas, and summaries in 8+ languages across 20+ genres. As a subscription-first product serving millions of users, delivering timely, actionable data insights is critical to growth.
What do they do?
Industry
Location
Growing fast, building smart
As Kuku’s audience scaled rapidly, so did its data. The analytics team, a lean group of four, found themselves responsible for setting up the entire data infrastructure, running daily pipelines, and delivering reports across the organisation.
Their mission was clear: centralize data, automate insights, and empower teams with self-serve dashboards.
But the challenge was massive:
Billions of clickstream events generated daily
Data spread across Firebase, PostgreSQL, DocumentDB
Time-sensitive reports for business, product, and marketing
Real-time use cases like login funnel drop-offs and churn risk detection
Kuku needed a robust, reliable, and cost-effective data integration solution. That’s where Hevo came in.
Why Hevo?
Simplified pipeline management
Hevo connected all of Kuku’s core data sources—Aurora PostgreSQL, DocumentDB, Firebase—into their Databricks Lakehouse architecture without any code or engineering overhead.
We wanted a platform that didn’t just move data, but actually empowered our team to do more with it. Hevo was exactly that. It allowed our analytics team to stay agile, automate intelligently, and move fast—without waiting on engineering.
Real-time insights for high-stakes decisions
With Hevo’s near real-time syncing, the team could track marketing funnel performance, user retention, and content engagement in minutes, not hours. This helped drive:
Proactive identification of funnel drop-offs
Optimized marketing spend
Reduced customer churn through in-app notifications
We’ve tested internal churn prediction models that proactively re-engage at-risk users. For that to work, we need fresh, trustworthy data and Hevo delivers just that.
Cost-effective scale
Despite a 10x increase in user base and data volume, Kuku saved 25–30% in ETL costs after switching from Fivetran to Hevo.
Hevo helped us scale without the cost growing proportionally. That’s massive when you’re scaling aggressively.
Stability and customer support
Hevo’s reliable infrastructure and always-available support meant zero disruptions even during high-volume syncs.
Core use cases supported by Hevo:
Marketing & product funnels
Subscription renewal & revenue dashboards
Content-level engagement analysis
Churn prediction and user retention models
A/B testing for UX and content improvements
Real-time visibility into critical platform metrics
All of our key business decisions-from CAC to LTV are data-backed thanks to the visibility we now have across systems.
What’s next for Kuku?
Kuku plans to continue using Hevo to support its rapid experimentation culture. As they add new tools and evolve their stack, they count on Hevo to scale with them.
Future plans include:
Adding more connectors as needs grow
Extending analytics visibility to content partners and producers
Improving internal usage reporting (Hevo already working on it!)
Final Word
Kuku’s analytics team has proven that you don’t need a big team to build a modern, high-impact data stack. With Hevo, they’ve moved from reactive to proactive—enabling smarter, faster decisions across every team.
Excited to see Hevo in action and understand how a modern data stack can help your business grow? Sign up for our 14-day free trial or register for a personalized demo with our product expert.
