International app store optimisation and SEO for Discovery’s dplay

Discovery Channel’s dplay is a streaming video-on-demand service. It is available through web browsers and a mobile app, and includes the most popular franchises from Discovery’s flagship free-to-air channels.

Discovery appointed Bolser to provide international SEO and app store optimisation services to support dplay’s launch in seven international markets.


increase in organic website referrals

4 stars

average rating up from 2 stars


increase in app downloads

“I like the way Bolser have integrated with my team: they are very open and honest, and care about the results.”
Travis Sutherland, VP Digital
The challenge

An integrated strategy to drive website traffic and increase app usage

Discovery have an ambitious plan to roll out dplay, their flagship free video-on-demand service, throughout international markets.

Dplay content is localised for each market, and Discovery appointed Bolser to optimise the website and app store listings for each locality, with the goals of driving downloads and audience engagement.

Challenges included working in multiple languages and making an impact in a fiercely competitive environment.

What we did

Strategic planning with immediate results

Working as part of the dplay team, our SEO and app store optimisation experts developed a strategic approach aimed at long term success but with the immediate impact needed to support wider launch activities.

SEO and app store optimisation each required a separate plan, but an integrated approach meant that dplay benefited from a deeper understanding of the customer journey, from initial search through to app download and utilisation.

We audited and benchmarked initial performance, undertook SEO competitor, backlink and keyword analyses for each market, and built technical optimisation plans that aligned with the local differentiators for dplay.

App store optimisation checklists in each market included:

  • Competitor research
  • App release guidelines
  • App descriptions
  • Content types
  • App review moderation

To date, the plans have been successfully implemented in Denmark, Sweden, Finland, Norway and Japan, with more to follow


Significant increases in organic referrals, ratings, rankings and downloads in all five countries

The app store optimisation and SEO programme has contributed to significant improvements for all target metrics in all countries, including: 

• 70% increase in organic referrals.

• Average rating up from 2 stars to 4 stars.

• ‘Featured app’ status achieved five times in the Apple store

• 144% average increase in IOS downloads

• 96% average increase in Android downloads

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