
Our industry has long debated ‘fixing the measurement’, after all if you can measure it, you can manage it.
Conversely broadcasters’ new direct relationship with their audiences allows for potentially richer data for those willing to try and smash the data silos. Broadcasters moving into direct-to-consumer streaming models are busy building scale, learning subscriber management, adopting generous measures like ‘content starts’ or ‘viewed hours’, good for justifying growth but not always so specific for advertising. This will become more prevalent as scale rebalances from linear to digital over time, to the point where digital native advertisers can marry their own data to that of streaming services. Fundamentally the old rules remain, content is still queen. Understanding who is watching what on your streaming service, in terms of content, will allow you to address issues. From repeat factors, recommendation and promotion success rates, through to quality of service, technology now allows greater insight and allows digital dynamism.

Andrew Bonner
Guest Blogger
Consulting on Streamhub’s international expansion with 25 years international broadcast experience, specialising in addressable advertising and audience analytics technology.
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