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Another key area where Content Insights can drive more value is to understand the viewing habits and preferences of your high ARPU segments to identify opportunities for upsell, and to ensure that the right kind of content is acquired to meet the needs of this segment. Viewing history and viewing statistics are key to having a data driven content procurement strategy.
The Content Insights application comprises of four sheets that focus on different analysis areas: Platform Performance, Channel Analysis, Content Analysis, and OTT Analysis.
This sheet brings together high-level statistics on device reach and viewing duration across all content and channels on a service provider’s platform. Headline metrics provide a quick view on system-wide consumption trends for reach and duration. Additional panels look at service types and devices per household. Filters allow you to select the time period for analysis and also the devices whose performance you want to understand.
This sheet can help you understand trends in channel viewing. Instead of looking at channel views by only duration (which can be skewed by long events like Grand Prix, Oscars), the Channel Importance metric looks at channels by how much they dominate a HH’s viewing over the selected period. This allows service providers to understand the relative importance of specific channels to their line-ups and packages, as well as how strongly their viewers value them.
This sheet looks to provide a more granular detail on type of viewing (live, VOD, DVR) and device mix (OTT, STB) for content. It allows you to explore how viewing behaviours change depending on content and channel genres. For example, News programs are likely to be consumed live and over the set-top-box.
OTT content consumption is the most flexible in terms of how it can be accessed and viewed. This dashboard breaks down the consumption statistics to enable service providers to see what devices are consuming their OTT offerings.
Content Insights deliver different metrics based on the active user base across all devices and how content is being consumed on the platform. When we refer to the active user base this is the number of customers within the selected time period that have generated a viewing session.
We define a viewing session as one minute or more viewing of a live programme, recording, or VOD asset on any device within a subscriber’s household.
Additional metrics and insights include:
Metric | Description |
|---|---|
Average viewing duration | Daily viewing trends split by OTT, STB and by service type (live, VOD, DVR) Delta in reach captured weekly, monthly, or specified time-period |
Channel ranking | Captures the ranking of channels based on duration spent on channel and return to channel. Channels ranked by reach in their popularity Potential to recommend grouping of channels into packages to increase reach of the lower ranked ones |
Content ranking | Captures the most viewed content on Live, VOD and DVR Splits this by genre/sub-genre and type of device Captures the ranking with the extent of completion of the content to give a more complete view instead of peaks for a specific interval |
Genre-based content analytics | Identifies trends within genres on times of viewing and levels of engagement that vary by day-part, audience reach |
