Enhancing OTT User Experience with Advanced Analytics

OTT platforms are an integral part of everyday life, but as technology advances, expectations increase too. Users demand quality content that's curated to match their profile, with no glitches in the delivery. The use of advanced analytics can provide critical insights into user behavior, delivering sophisticated OTT advertising that enhances the viewer's experience.

Enhancing OTT User Experience with Advanced Analytics

Understanding User Behavior

Every time a user interacts with an OTT platform, data is collected. This helps to build up a comprehensive picture of user behavior. As well as the type of content viewed, analytics can help determine viewing habits, peak times, and what drives engagement. Crucially, data insights also allow the churn rate to be identified, including the type of content which makes a user switch off.

Modern, sophisticated analytics allow a more detailed understanding of the user journey, including tracking their engagement across multiple devices. This is the key to collecting accurate and insightful information.

Applying Analytics for a Personalized Journey

The ability to track, analyze, and predict user behavior makes it possible to create a personalized viewing experience. Not every viewer will interact with OTT platforms in the same way and may not respond to prompts that are popular with other users. Behavioral analysis can be leveraged to identify personal pain points, and what drives engagement.

The end result is a journey that's dynamic and responds to variable needs. For example, the time of day may determine the type of content that's in demand. With more satisfying results, the user experience is enhanced, reducing the churn rate and increasing demand.

Delivering a Complete Strategy

A complete strategy includes the analysis of the full package, including buffering rates, resolution, and load times. This can be completed in real-time, allowing a rapid response to any issues that arise. Tracking unusual viewing habits, such as a spike in exits from any specific screen, can highlight an area that requires a time-sensitive fix.

The sophistication of available analytics also allows the development of a long-term strategy, in addition to delivering content that's relevant now. If analytics show a rising or sustained demand for a particular type of content, a proactive strategy can be developed that delivers a competitive edge.

Using Data Insights to Elevate OTT Advertising

Similar to the rest of the OTT experience, analytics has an essential role to play within advertising. OTT platforms now have the capability to use a wide range of advanced data insights to deliver advertising campaigns that are the most closely aligned to the viewer's interests. This can be achieved with data that includes demographics, viewing history, and location. The device type can also be factored in to optimize advertising content.

World-class OTT content requires a comprehensive approach, with the use of powerful analytics. Our experience as industry leaders means we can ensure you exceed customer expectations, simultaneously driving growth and engagement. Whether you want to increase targeted advertising or personalize the user's journey, contact us here at Lightcast.com to discover how we can help.