Streaming Video Research: 7 Things You Can Learn About Your Viewers
Do you know what your viewers like and how they consume content online? If not, you can find out using clickstream data.
Jumpshot’s CEO, Deren Baker, recently showcased some of the detailed information that clickstream data can reveal about an online show’s viewing audience. Watch his presentation and the follow-up Q&A here:
What you can know about your viewers
Baker’s presentation provided a glimpse into what you can know about your viewers. Here’s a more detailed list that builds on what he covered.
- Conversion rate from watching third-party content to original content
Clickstream data can show how effective streaming video providers like Netflix, YouTube, Hulu, and Amazon are at luring viewers to their original content. For example, Baker’s presentation showed that single-title viewers on Netflix mostly consume third-party content. As Netflix customers become heavier users by watching two titles or more, they begin to mostly consume original content. Clearly, the company uses popular third-party content to get people onto its platform and then entices them to stay with original content.
- Binge watching metrics
Clickstream data can tell you the average time that it takes viewers to watch an entire season of a show and the percentage of viewers who binge watch each season. For example, viewers of the Netflix original Santa Clarita Diet take an average of 4.3 days to watch an entire season versus just over 6 days for the Netflix original A Series of Unfortunate Events. As the percentage of binge-watchers goes up, the average time metric can go down. X percent of Santa Clarita Diet viewers binge watched the show versus just 56 percent of A Series of Unfortunate Events viewers.
- Viewing habits on rival platforms
Streaming video providers can use clickstream data to tell what their viewers are watching on rival platforms. Baker’s presentation showed that viewers of Santa Clarita Diet on Netflix are 9x more likely to watch 10 Cloverfield Lane on rival platform Amazon Instant Video; viewers of A Series of Unfortunate Events on Netflix are 8x more likely to watch Harry Potter and the Sorcerer’s Stone on Amazon Instant Video; and viewers of 13 Reasons Why on Netflix are 7x more likely to watch If I Stay on Amazon Instant Video. This type of data could help inform content acquisitions.
- Shopping habits on e-commerce sites
Ad sellers can use clickstream data to find out what advertisers to sell to. For example, if Netflix shows were supported by advertising, clickstream data indicates that Netflix could sell ads within Santa Clarita Diet to CeraVa because viewers of this show are 20x more likely to buy CeraVe beauty and skin care products. Similarly, Netflix could sell ads within A Series of Unfortunate Events to FujiFilm because viewers of this show are 6x more likely to buy FujiFilm’s new generation of instant cameras and film.
- Content consumption on any website
Streaming video providers looking to advertise a show can use clickstream data to base a media plan on the top performing content, among a show’s audience, anywhere on the web. Let’s say Netflix wants to advertise on YouTube. It could use clickstream data to identify the YouTube videos to run ads against. It could advertise 10 Cloverfield Lane on YouTube’s Why I Left Buzzfeed video, which the show’s viewers are 9x more likely to watch. It could advertise A Series of Unfortunate Events on YouTube’s $27 Cake vs. $1,120 Cake video, which the show’s viewers are 8x more likely to watch. And, it could advertise 13 Reasons Why on youTube’s Reacting to People Who Have Smash or Passed Me video, which its viewers are 12x more likely to watch.
- Listening habits on streaming audio platforms
TV producers can use clickstream data to find out what music their audience likes. Baker’s presentation showed that viewers of Santa Clarita Diet on Netflix are 5x more likely to listen to The Pretty Reckless on Spotify; viewers of A Series of Unfortunate Events on Netflix are 5x more likely to listen to The Mountain Goats on Spotify; and viewers of 13 Reasons Why on Netflix are 3x more likely to listen to Ed Sheeran on Spotify. This type of data could help inform what music to licence for future TV shows and movies.
- Any other online behaviors
Clickstream analysis is not constrained to just the examples above. Jumpshot makes it possible for you to mine data and understand travel preferences, what kind of cars people are interested in buying, what they search for on Google, even how do they consume news or other kinds of media.
Bottom line: An actionable way to leverage clickstream data is to start thinking about the specific ways that you can inform your business activities with it. You can inform content acquisitions, advertising sales, media planning, music licensing, and business development, to name a few. Reach out to Jumpshot and get started today.