This report synthesises four years of operational data from a mid-size global music streaming platform into a coherent strategic narrative. Using a star-schema data model built in Power BI, enriched with Python-engineered behavioural features and 274 DAX measures, the analysis surfaces the critical levers that determine subscriber lifetime value, platform revenue, and long-term growth. Five Key Findings • Revenue is growing year-over-year (+112% from 2021 to 2024) but is heavily undermined by a 68.3% churn rate, which erodes subscriber lifetime value and suppresses compounding MRR. • Half the user base (50.2%) is flagged as a fraud cluster — yet paradoxically these users show lower skip rates than organic users, suggesting the fraud flag captures a distinct low-engagement cohort rather than bot activity. • The 25–35 age cohort is the healthiest segment: lowest churn (58.9%), highest completion rate (80.4%), and most responsive to organic upgrade triggers — making them the single highest-ROI retention and upsell target. • Rock and Pop dominate listening volume (>46% of plays combined), but genre affinity varies sharply by country — a missed opportunity for localised content investment. • Algorithmic recommendations drive 51.6% of all plays with near-identical skip rates to manual selections, validating the recommendation engine while revealing room to improve monetisation of algo-surfaced tracks.

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