There are some things that can only be understood by breaking them into smaller parts. This is certainly true for audience. For an online video service to understand their audience and predict changes in users’ behavior, they need plenty of user data but also plenty of ways to segment that data.
With the big OTTs making massive investments in original content in the coming years-—a trend that will no doubt be followed by traditional broadcasters jumping into the online game—segmentation will be a critical tool of decision makers as they fine tune their offerings for maximal success.
Detailed segmentation of the fundamentals like user gender, age, country and city or prefered device has been around for some time. Combined with recent advances in segmentation based on users’ consumption, these metrics can be leveraged to predict and prevent churn, improve marketing campaigns and user engagement, predict shifts in demographics of an OTTs user base, and more.
Let’s consider a few use cases made possible with YOUBORA:
Having the data on these segmentation examples informs and improves content decisions. If buffer times are the culprit, a quality assurance team can work to limit it. If short videos are prefered based on age alone, programing and marketing campaigns could be adjusted accordingly with an uptick of youth-oriented short programing and longer form productions for more older viewers.
In the end, the choices an OTT makes are entirely dependent on their specific needs and strategies. But in making those decisions they would be flying blind without the power to highly segment their users across multiple parameters, run A/B or multivariate testing, and set goals based on segments of users.
Research & Editorial Team on January 18th 2018
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