One of the key metrics in the Content Insights is that of channel importance. While typically the value of a channel is attributed to the total number of minutes on that channel over time, this number can be skewed considerably by a single long duration content like the Olympics Opening Ceremony for example.

To really understand the importance of a channel to viewers, the Channel Importance metric looks at frequency of tuning to that channel, recency of how recently the last tune in was and of course minutes spent. Using these metrics, we rank channels on their “importance” to your subscribers. Most watched channels for 20% of your base are the ones that subscribers would really miss if they lost it.

Channel importance is key in understanding the impact of losing a channel on viewer attrition. If a channel is just viewed but not really a favourite for most of your viewers, dropping it is a low-risk impact on churn. However, dropping a channel that is the most watched channel by 20% of your viewer base could be risky.