30 Nov
Understanding TV Consumer
The 500 channel universe of yesterday could shortly become the 1 million-channel universe of tomorrow, due to the increase of content providers. The content from online video providers like Netflix, Hulu, YouTube and Amazon has been embraced by consumers rapidly.
With the rise of tablets, smartphones, video-games consoles and other mobile video devices in the home, consumers are spreading their viewing habits from 1 to 4 screens.
The report below shows that consumers are making more frequent use of TV Everywhere service and this trend is not planning to stop any time soon.
Younger viewers (below the age of 34) are attracted to OTT video and are either cutting their existing pay-TV services or they never sign up for conventional Pay-TV offerings to begin with. Studies shown that in the U.S. more than 70% of millennials using streaming service in 2015 and the trend is rising.
Due to the free or inexpensive WiFi now widely available both inside and outside the home, mobile is on the upswing. Alongside Social Media are threatening to play even more direct role in the video business.
These are just several facts that operators need to have in mind when they are marketing their bundles and their pay TV proposals.
Operators’ challenges
Having a 360° view and complete understanding of who are the people watching TV, when and how the content is consumed is not an easy task.
Big Data can be helpful for operators because:
- Data can be used to update subscribers profiles;
- Enriched information can be used for detailed segmentation for delivery of personalized offers and advertising;
- The audience measurement data can be used during the negotiations for carriage fees with content providers;
With video data usage analytics, pay TV providers are able to tell who is watching what, and are able to personalize their video offerings for viewers and monetize those offerings with targeted, addressable advertising.
The number of Internet- connected TV devices in the home now matches or exceeds the number of conventional pay-TV STB in the home. In a study released by Leichtman Research Group in April 2016, 2/3 of all U.S. TV homes (65%) now have at least 1 TV connected to the Web in some way, up from 44% in 2013 and just 24 % in 2010.
Beenius helps operators with User Statistics feature. Statistics as an analytical feature helps analysing how subscribers consume TV services. The user statistics module provides insight into detailed levels of usage and viewership. User Statistics by Beenius covers linear TV, time-shifted programming, VOD viewing and digital video services, Catch-up TV and NPVR recordings.
Problems traditional pay-TV providers are facing:
- Not collecting the available viewing data as effectively as they could.
- They should improve their analytical capabilities measurably in the past year.
The changes in how people are viewing TV and other video programming are affecting how service providers need to collect, manage and monetize viewing data. Instead of just collecting viewing data from TV sets and STBs, systems must now gather data in real time from numerous sources, ranging from STBs to tablets to gaming consoles to mobile phones.
Operators can leverage the data to:
- Update subscriber profiles;
- Use enriched data to offer richer customer segmentation for the delivery of personalized offers and advertising;
- Inform their programming, ad inventory and placement decisions and negotiate more favourable carriage fees with content providers.
The challenges that TV operators are facing today are thrilling but with the right platform and with the team of people who understand the importance of Big Data, users’ statistics and personalization, the success of the operator is inevitable.
Contact Beenius Representative today if you want to become Viewers First’ Choice.
