How Music Streaming Platform Anghami Drove 218% User Acquisition Growth Through Owned Channels

About Anghami

Anghami, a leading music streaming platform in the Middle East and North Africa (MENA) region, serves over 100 million users with both freemium and premium subscription options. Since its launch in 2012, it has built a vast music library of over 100 million songs, featuring everything from international hits to regional favorites. With a strong presence in Egypt and Saudi Arabia, Anghami focuses on delivering seamless, high-quality music experiences while maximizing user engagement and optimizing its freemium-to-premium conversion funnel.

Challenge: Navigating the complexities of user journeys

Before integrating Branch, Anghami struggled to connect user interactions across platforms and accurately measure its marketing impact. With its previous mobile measurement partner (MMP), Anghami couldn’t unify user journeys from web, social media, and email, making it difficult to pinpoint what drove users to take action or convert in the app. Complex multistep authentication and subscription processes caused users to drop off and led to lost revenue.

Anghami needed a solution to integrate these touchpoints, simplify user experiences, and deliver clear insights into user behavior.

Solution: Unifying user experiences

To boost engagement and streamline user journeys, Anghami embedded Branch deep links across every user touchpoint. These links are now a core part of Anghami’s infrastructure, built directly into its codebase. By ensuring every link a user interacts with is a deep link, Anghami can guarantee a seamless experience while also tracking user actions and interactions across different platforms and devices.

Enhanced user-to-user sharing

Branch deep linking has transformed how Anghami handles peer-to-peer sharing. Each Branch link is embedded with detailed parameters, making it easy for Anghami to track who shared content and who received it. This data provides valuable insights into which users drive the most sign-ups and how social sharing impacts new user acquisition. Unlike standard share sheets, Branch links offer rich insights, showing not just which links were clicked but also what actions followed. This level of detail helps Anghami identify and reward highly engaged users.

Streamlined subscription management

Anghami also simplified subscription management with Branch deep links, particularly for family plans and mobile operator bundles. Previously, adding family members to a subscription required a cumbersome process of email invitations and app downloads. Now, when a user subscribes to a family plan, they can simply share a Branch link with family members. This link automatically sets up their subscription and seamlessly integrates them into the plan without additional steps. Similarly, when subscribing through mobile operators, users might receive an SMS with a Branch link that takes them directly to the app with their subscription preconfigured, eliminating unnecessary steps and improving the user experience.

Optimized web-to-app journeys

Next, Anghami tackled the challenge of transitioning users from mobile web to app with deep linking. Now, when users are on a Taylor Swift campaign page, for instance, and tap “Log in with the Anghami app,” the deep link directs them to the app store, then opens the app on the Taylor Swift page upon install. Users bypass the login screen and can continue their journey, thanks to a deferred deep link that carries context-specific information through the install and login process. This setup enhances organic attribution by tracking whether users come from specific campaigns, search engine results pages, or other web channels. It also provides Anghami with valuable insights into the effectiveness of different marketing efforts, boosts user engagement, and reduces drop-offs.

Innovative promotions with NFCs and QR codes

Branch’s technology sparked innovative promotional campaigns that took Anghami’s user experiences to the next level. In one standout activation, Anghami embedded near field communication (NFC) tags with a unique Branch link and special promo codes. When users tapped their phones on the NFC tag, it automatically redeemed the promo code and activated their subscription. This simple interaction transformed the promo code redemption process into a single-step experience.

Similarly, Anghami used QR (quick response) codes to streamline reward redemption. Users scanned a QR code to bypass traditional login screens and directly access their rewards. This made access easier and ensured users only had to log in once, creating a smooth and efficient journey from discovery to reward.

Results: Transforming user journeys

By integrating Branch deep links, Anghami has significantly improved its ability to connect user touchpoints and optimize marketing strategies. Streamlined subscription management and improved sharing insights have created more seamless user experiences and boosted engagement rates. With advanced deep linking and analytics capabilities, Anghami can now piece together customer journeys, identify “opportunities for delight,” and continuously refine its offerings.

Since expanding its use of Branch in 2024, Anghami has seen impressive results, including a 222% increase in attributed new user acquisition and 218% growth in new users acquired through owned channels. These users also demonstrate better conversion rates and higher lifetime value (LTV), with those acquired via owned channels contributing to approximately 70% of overall subscription growth. Lastly, subscriptions driven by user sharing rose by approximately 149%.