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Simply put, OTT is on FIRE!!! Consumption is up globally, new content is being distributed via OTT at never before seen rate, revenues are up (both advertising and subscription) and we are just at the tip of the iceberg. Tech Mahindra published a study in mid-May 2020 on the future of OTT which gives an interesting picture of the OTT space. ComScore also published a study on OTT growth in March 2020.
According to a Business Insider article – “The average time spent with subscription OTT video content in the US will surpass 62 minutes per day this year, up 23.0% from 2019, according to our latest estimates. That’s an acceleration from 2019 when it grew by 15.0% year over year.”
The focus of this blog is on the analytics surrounding OTT, which forms the foundation for OTT content creators (let’s call them Publishers). There are three key aspects that Publishers have to take into consideration from an analytics perspective:
A] Content Analytics – Content analytics helps Publishers get 360 degrees view of the content such as:
- Which content/content category is viewed the most / least?
- On which distribution channel is the content being consumed most / least?
- When is the content being consumed?
- What is the content consumption trend like?
- Which Geo is the content being consumed in?
B] User Analytics – User analytics enables Publishers to profile the users that are consuming the content. It helps then answer the following questions:
- Which user segment (audience) is consuming the content?
- Where are these users being acquired from?
- What is the average LTV of the user?
- What is the user’s churn?
- At what rate is the user consumption growing?
C] Revenue Analytics – Another key aspect for Publishers is getting the most accurate revenue picture. Revenue analytics should help Publisher answer questions like:
- Which content/content category is generating the most / least revenue?
- Which channel is generating most / least revenue?
- What is the eCPM, revenue, fill trend?
- Which programmatic partner generates most / least revenue?
- What is the sell-through rate?
To achieve OTT Analytics Nirvana, various data points have to be collected, processed, and then displayed on the UI for users to be consumed. Here are some examples of reports for OTT from the categories listed above.
In the above UI, you will see that users can track the number of key OTT content and audience KPIs.
In the screenshot above, users can slice and dice the data by OTT Channel, Demand Partner, and Distribution Platform giving insights into revenue. Similarly, many more dashboards and reports can be generated which are specific to the business function of the team. These user-specific dashboards empower the users to take the correct action from revenue, audience, and content perspective.
If you are looking to generate OTT insights like the ones shown above, then email us at info@webtest.yuktamedia.com with the subject line: ‘My OTT Insights’. We will be happy to do a quick analysis for you and identify ways to get these OTT insights.
