Video quality is not the only factor that directly affects the success of your business. Analyze beyond QoE and measure audience behavior to increase their viewhour and engagement level.
We are all aware that more viewhour equals more revenue. To keep audience viewing the video for a longer time, some content publishers and broadcasters expend most energy on improving Quality-of-Experience (QoE), such as improving buffering and reducing audience churns. However, earning high engagement doesn’t always rely on great video quality; considering new high-quality uploads every minute in competitive market, content publishers need to capture data about audience behavior and engagement. This brings the importance of video service optimization to light.
Video service optimization is often overlooked by many video streaming businesses. This ensures that your video content is getting ample traffic from the proper audience. Here are 5 important insights to gather when building video service optimization strategy.
Audience Behavior Insights
Understanding the overall video consumption patterns of audience helps with video monetization and overall business planning.
Audience Acquisition-With complicated digital video streaming landscape, it is important to know where your audience is coming from, whether it is from Facebook, Twitter or YouTube. By analyzing different audience acquisition channels, media companies can invest smartly in effective ones and drive more traffic to their service.
Audience Demographics– Deeper understanding of audience segments helps answer important decisions regarding content development and marketing campaigns. Audience breakdown by gender, age, geography and devices informs you how different demographics are reacting differently to each content. After knowing your audience, you can precisely tailor your content and advertising to the target audience, from the layout, language, and creative technical effects you employ on your site to the placements for your ads. Not to mention the importance of device information: depending on most popular device the audience use to engage with the video, you can optimize the content to deliver best experience to the user. Moreover, if your business has global presence, then a geographical breakdown of audience can compare engagement across countries and catch if playback quality suffers in certain parts of the world.
Video Sharing– The manner in which videos are shared across social media channels indicates fan engagement and affects your service’s reach to new potential audience. According to data from The Diffusion Group, a research and advisory firm focused on media, social media platforms will rise to a 5% share of all TV marketing dollars in 2016 and 2017 – climbing to 10% in 2018, 2019 and 2020. This means to not only TV broadcasters, but also video streaming businesses. With the explosive growth of Facebook and Twitter, social media will be used increasingly by TV networks to supplement their program tune-in marketing. Specifically, videos’ share rates and the fraction of inbound plays through shared links should be measured and tracked in order to leverage highly shared content to drive more traffic to your service.
Which content yields the highest view hour? Which genre is most loved by your audience?
By asking such questions, the consumption of content can be broken down across different dimensions (geography, time, age, device etc.), just like the audience demographics. The big takeaway from analyzing trends and program preferences is being able to develop successful targeted programming strategy, which in turn, attracts more audience and maximizes viewership. As a marketing strategy, for example, the streaming business can place the most popular asset on a visible location on the site, which encourages the new audience to watch right away. As well, analyzing which portion of the video is watched the most, business can make data-driven decisions such as choosing the preview image for the video, which should be relevant and inviting.
Strategic Ad Placement
Strategic ad placement is big for video monetization. Analyzing where the viewers dropped off from the video and which ad they watched or skipped can help build data-driven decisions on whether to insert pre-roll, mid-roll, or post-roll ads. Digital audiences have much less patience than they used to, and typically expect the ads they see to be more native and relevant to what they’re watching. Most important metric to measure is probably the average video playthrough rate, typically expressed as a percentage of the total video duration. For example, a low playthrough rate can indicate too many pre-roll ads or ads that are not so creative.
The Rise of Audience Behavior Analytics
Making sense of all these information is overwhelming and challenging. High QoE should be achieved as a matter of course now. Streaming businesses need to dig in further to make their service stand out among the rest. Businesses need to measure and monitor audience behavior in real-time and get momentum. To address these needs, there are software analytics tools that provide real-time insights on audience engagement and contents, allowing for better-informed decisions and better overall media management strategy.
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