What Are the Measures of Success in Streaming Video?

7Park Data publishes “Trends in Streaming Video: OTT Viewership” report

Technology and creativity fuel each other and together can disrupt entire industries and drive change. One of the best examples of this dynamic at work is in the film and television industry. Thanks to faster internet connections, an abundance of dedicated streaming video devices, and an explosion of mobile video, more people than ever have access to online video streaming. Because of this, preferences for TV programs and movies are changing at a fast pace and regional captivation adds to the complexity.

Production studios and over-the-top (OTT) content providers are creating and distributing new content to reach worldwide audiences that increasingly rely on streaming video as their first choice. Studios, networks, multichannel video programming distributors (MVPDs), and digital services are not only competing for dollars, but also, and more importantly, for time. Cord cutting and shaving, multiple subscription households, and the socialization of streaming mean that the number of streams and the hours spent are the KPIs of choice. To no avail, content creators, distributors, and providers are searching for reliable sources on viewership patterns and actual streaming behavior.

Studios and content licensors need reliable data and insights to understand how viewers’ title preferences are rapidly changing. Our second installment of the OTT report, “Trends in Streaming Video: OTT Viewership,” answers crucial questions, including the ones below.

  • What dynamics are at play as viewers engage OTT services and, in turn, what titles are most popular at launch and the weeks that follow? Sneak peek: While successful shows like Marvel’s Luke Cage and Narcos enjoy massive views at launch, staying power, and how long a title maintains elevated viewership may be the best measure of success. Shows like Netflix’s Stranger Things and Hulu’s The Path are two examples.
  • In a world where TV dominates video streaming, what is the role of the motion picture? Movies complete the streaming video experience, increasingly the first place consumers go for content, film or TV alike. Movies fill that occasional need for long format home viewing: they draw both new and current users to the services (particularly parents looking for kid-friendly content). If the service doesn’t have at least a few viable movie options, users will spend less time there and may consider a switch to a competitor’s service.
  • How do consumers use OTT services compared to streaming music services? Hint: On a per user basis Netflix, Amazon Video, and Hulu mobile users spend more time in the app than music listeners do on Spotify and Pandora.
  • How is original content consumed outside the United States and in non-English speaking countries? A quick tip: Original content (with an international focus) is the clear winning card here, as other major originals are also seeing a notable measure of success overseas.

As part of 7Park Data’s TV Intelligence (launched earlier this fall), this report includes competition analysis, discussion of linear TV and OTT dynamic, and insights on leading TV and movie titles and genres. The report is based on proprietary data that relate to the evolving preferences of over one million active OTT users that collectively stream over one million hours of content each day.

Get in touch with our sales team if you want to be among the first to read the full report with detailed analysis and charts and start using the insights right the way.

What is 7Park Data TV Intelligence?

7Park Data’s TV Intelligence is a comprehensive set of data and insights into consumer preferences across linear TV and over-the-top (OTT) providers, including Netflix, Hulu, and others.

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