By . Guest post presented as part of an editorial partnership How OTT players use data to improve their services between the Canada Media Fund’s (CMF) CMF Watch platform and Meta-Media. © [2019] All rights reserved.
Most of us are now aware that streaming
services are adept at leveraging their vast data stores to recommend content mortgage brokers email list and encourage extended viewing. What is not well known, however, is that the impact of this data extends across the entire operations and strategies of these same services.
At the Collision conference in Toronto
Jaya Kolhatkar, Hulu’s chief data officer, and Mike Benson, Amazon Studios’ chief marketing officer, both demonstrated ways they’re leveraging data far beyond the personalized recommendations that keep us glued to the screen longer than we expected.
Netflix clearly stands out from the competition, having spent some $15 billion on content stray links: the disinformation society production in 2019, three times more than Amazon ($5 billion) and nearly seven times more than Hulu ($2.5 billion). However, it’s worth noting that Hulu is a platform whose operations and audience are concentrated in the United States only, and its main service is funde by advertising. So, for now at least, Hulu isn’t operating in the same sphere as Netflix and Amazon.
following Disney’s recent acquisition of the platform , Hulu is expecte to see significant the human brain is ready growth over the next five years, bringing it closer to its biggest competitors. Analysts predict that, thanks to Disney’s impressive catalog of titles, the American giant’s eventual transition to a direct-to-consumer model and its powerful advertising machine, Hulu will see its subscriber base grow from 28 million to 40 to 60 million by 2023 or 2024.
How Hulu Uses Its 15 Billion Daily Data Points
As Hulu’s Chief Data Officer, Kolhatkar oversees a team that analyzes the roughly 15 billion data points generated each day. The results inform nearly every decision the company makes, from product development to programming to targeted advertising. With 28 million subscribers, 85,000 episodes of programming, and thousands of content partners, Hulu faces a lot of decisions on a regular basis. Kolhatkar explained how Hulu leverages data to better understand subscriber behavior.
For example, the average Hulu content consumer is 31 years old, 20 years How OTT players use data to improve their services younger than the thailand lists average viewer of traditional or cable channels. This means they have very specific tastes – and expectations. Hulu is very familiar with this type of viewer, having carefully analyz their search history . Viewing habits (scrolling through menus, rewinding, fast-forwarding, pausing). In addition, to improve its audience and member profiles, and also to better target its advertising initiatives.