The four areas to measure
- Audience: sign-ups, active users, retention, cohorts and churn
- Content: views, watch time, completion rate and where viewers drop off
- Revenue: subscriptions, one-time transactions and advertising, per plan and per title
- Quality: start time, buffering, playback failures and the mix of devices
How the data is collected
The player sends events as a viewer watches: play, pause, seek, quality change, error and a regular heartbeat. The platform combines these with account and billing records, so that viewing can be related to the plan a viewer is on and whether they later renewed.
Decisions analytics should support
Numbers matter when they change what you do. Completion rates show which titles to commission more of and which to stop promoting. Cohort retention shows whether a price change or a release schedule kept people longer. Quality metrics by device show where an app needs work before it costs subscribers.
Rights holders and advertisers also expect reports: plays and revenue per title for licensing deals, and impressions delivered for ad campaigns.
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