Unlocking the Secrets of Streaming Success: Navigating the Evolving Landscape of Audience Measurement
In the rapidly evolving world of streaming media, the quest to understand and quantify audience engagement has become a crucial challenge for industry players. Researchers at the Universitat Oberta de Catalunya (UOC) have delved into this complex landscape, exploring the nuances of measuring the success of streamed films and series. Their findings shed light on the need to move beyond traditional metrics and embrace a more holistic approach to audience analysis.
Uncovering the Complexities of Streaming Audience Measurement
The Streaming Market's Exponential Growth and the Need for Standardization
The streaming industry is experiencing a remarkable surge, with advertising investment within the television streaming market forecast to grow from the more than billion (€26.8bn) expected in 2024 to almost billion in 2027. This rapid expansion underscores the pressing need to standardize audience measurement, allowing for a more objective and quantifiable connection between content and users. The researchers argue that a one-size-fits-all approach to defining success for subscription video-on-demand (SVoD) platforms is not viable, as the diverse range of services operating under this model requires a more nuanced understanding of audience engagement.
The Divide Between Sample Data and Platform Data
The UOC research reveals a clear divide in the methods used to evaluate the success of streaming content. On one side, media research companies, such as Nielsen, rely on sample data obtained from representative panels of individuals, providing a more homogeneous and transparent measurement approach. On the other hand, streaming platforms prefer to utilize their own platform data, which offers a granular, detailed understanding of user consumption patterns and preferences, but can also be susceptible to biased interpretations.
Balancing Quantitative and Qualitative Measures of Success
The study found that SVoD companies continue to focus primarily on quantitative metrics, such as the number of viewers, views, or hours accumulated, as indicators of success. However, the researchers argue that qualitative markers, such as engagement reflected in social media, are also crucial in assessing the true impact and resonance of streaming content. By considering a more comprehensive set of dimensions, including consumption, financial, temporal, and market-related factors, the researchers aim to develop a more holistic and standardized approach to defining success in the streaming landscape.
Embracing a Multidimensional Approach to Audience Measurement
The researchers propose a multidimensional framework for evaluating the success of streaming content, moving beyond the limitations of both sample data and platform data. This approach includes indicators such as intensity and recurrence of viewing, content completion rates (reflecting customer loyalty), popularity (the ability to generate enthusiastic collective response), and engagement (measured through publicity, fandom, and social resonance). By incorporating these diverse metrics, the researchers aim to provide a more nuanced and comprehensive understanding of the factors that contribute to the success of streaming content.
Balancing Transparency and Commercial Interests
The study acknowledges the tension between the streaming platforms' desire for transparency and their underlying commercial interests. While the consolidated platforms in Spain have been reluctant to share data on user consumption habits, citing their business model not being based on advertising, the researchers argue that a more balanced approach is necessary. By incorporating relevant indicators across the proposed dimensions, the researchers believe it is possible to strike a balance between the platforms' need for commercial confidentiality and the industry's demand for more transparent and standardized audience measurement.
Embracing the Evolving Landscape of Streaming Audience Measurement
The UOC research underscores the dynamic and complex nature of the streaming industry, where traditional audience measurement methods are being challenged by the unique characteristics of digital platforms. By advocating for a multidimensional approach to success evaluation, the researchers aim to provide a framework that can adapt to the ever-changing landscape of streaming, empowering industry players to make more informed decisions and better understand the true impact of their content.
