Enveu Media & OTT Glossary
A practical knowledge base for OTT platforms, streaming tech, monetization, playback, analytics, DRM, FAST, and media operations. Use A–Z to browse or search to jump to a term.
A practical knowledge base for OTT platforms, streaming tech, monetization, playback, analytics, DRM, FAST, and media operations. Use A–Z to browse or search to jump to a term.
Cohort analysis is an analytics method that groups users based on shared characteristics or actions and tracks their behavior over time to understand engagement, retention, and churn patterns.
Cohort analysis is a data analysis technique that segments users into groups, known as cohorts, based on a common attribute such as signup date, acquisition source, subscription plan, or first content viewed.
In OTT platforms, cohorts are commonly created by signup month, campaign source, device type, or content category. User behavior such as watch time, retention, churn, and monetization is then tracked across these cohorts over time.
Cohort analysis helps teams move beyond aggregate metrics to understand how different user groups behave, enabling more accurate insights into content performance, product changes, and marketing effectiveness.
OTT teams use cohort analysis to measure retention curves, identify churn drivers, evaluate acquisition quality, and compare engagement across devices, regions, or content types.
By combining cohort analysis with metrics such as engagement rate, lifetime value, and conversion rate, platforms can optimize onboarding, personalization, and monetization strategies.