Importance of Measurability of Content on OTT

Rishabh Jain Feb 16th, 2022

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Once your OTT apps are up and running, and they’ve been populated with content, OTT app creators have to look at measuring the success of the content. If you’ve been with us from the conceptualisation part of your app, you will know it’s one area the team at Enveu focuses on.

If not, then read on to figure why it’s EXTREMELY important.

1: Demographics

If your app works on a registration model (which is highly recommended), you have the information of who your viewer is, where he/she is coming from, how old are they, and more…

So, depending on what content is being viewed by who, you can focus on creating more content for them. For instance, if many views are coming from Brazil, you can look at creating more content for them in Portuguese (the language of choice in the country).

2: Advertising

This is where you’ll earn your dollars. Only if you measure your audience, can you provide your advertisers with sharp metrics for them to reach out to their TG. For an app that is reaching out to people the world over, you can’t have a one-size-fits-all approach. So, with measurability, you can have the data your advertisers require and provide them with the solutions.

3: Lead generation

If your app has a payment gateway, there could be a lot of users who reach the payment gateway part and don’t go ahead with the transaction. Measuring and having data of these users is imperative. Once you have that, you can re-target them with campaigns that prompt them to sign up and pay to access that content. It may not work on the first try, but keep trying and you’ll succeed.

Remember, it’s easier for you to convert someone who has reached your payment gateway page than to reach out to someone who hasn’t accessed your app at all, so this point is extremely important.

4: Content

Analytics tell you whether your content is working or not – it’s that simple. It’s not always just about the number of views, but it’s about the time spent as well. You can rethink your strategy for content that doesn’t attract the attention of viewers for a long time.

5: No standard measurement unit (yet)

This is an issue the world of digital faces currently. While everyone is still grappling with a standard measurement unit for video consumption on the internet, you must have your internal metrics in place.

6: Regular monitoring

This is also of importance. Analytics has to be monitored throughout the day. This will tell you what time of the day your content is consumed the most and least and give you an idea of when you should be putting out your content for maximum reach.

These are just a few points through which we are trying to explain the importance of measurement and analytics. While they seem tedious (especially regular monitoring), it’s not if you have an expert on board. That’s where team Enveu steps in. We have the technology capabilities so all you need to do is churn out the content.

Let’s talk!

Rishabh Jain - Director, Product Development, Enveu
Rishabh Jain is one of the co-founders and heads the Product Development at Enveu. A tech evangelist and deep tech advocate, he has been working in the Technology space, being part of many Big Data and IoT initiatives for over 10 years.

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