NDTV, one of India's leading news broadcasters, sought to deepen its relationship with its growing digital audience. Their existing registration process required users to manually fill out forms, creating friction that led to high drop-off rates and hindered user growth. To support their goals for personalisation and community building, NDTV needed a way to convert anonymous visitors into known users seamlessly and at scale.

NDTV integrated Google One Tap log-in across its digital platforms, enabling instant sign-up and sign-in without the friction of forms or passwords. The rollout was designed for both desktop and mobile web, ensuring a fast, secure, and seamless experience for all visitors.

The implementation of Google One Tap had an immediate and significant impact on user acquisition. Across all its digital properties, NDTV saw a 3X growth in new user registrations. The solution proved to be the preferred method for new users, accounting for 80% of all new sign-ups in the year since its implementation. The effect was particularly pronounced on their new business platform, NDTVProfit.com, where average daily sign-ups increased by nearly 10x.