OTT Analytics: Driving Insights and Content Optimization

Over-the-top (OTT) streaming media plays over the internet directly to user devices, providing a powerful platform to market your products and services to this rapidly expanding audience. Track these key analytics for your OTT content campaigns to optimize your investment.

7 Metrics to Track for OTT Content Campaigns

1. Completion Rate

This number shows the percentage of users who watch your content from start to finish. Higher completion rates reflect a high level of user interest in your content, while lower rates show that you may need to brainstorm new ways to keep viewers engaged. You can also compare completion rates across videos with different lengths, formats, and subject matter.

2. Engagement Rate

This metric shows how often viewers click on, share, or otherwise interact with your ad. High engagement rates show that your audience highly values your content and wants to learn more about your business. If an ad has low engagement rates, you may need to target a different audience segment or refresh your message strategy.

3. Unique Users

Each person who has accessed your content represents a unique user. This number gives you a sense of the true size of your audience. You can use browser cookies to capture and track unique users.

4. Subscribers

The total size of your subscriber base provides important information about the success of your OTT campaign. This metric helps you access brand recognition and market penetration. By tracking subscribers over time, you can take steps to foster growth and pivot your strategy to preserve engagement when necessary. You can also keep track of subscription churn, which shows you the number of users who have canceled over the past 30 days.

5. Conversion Rate

This metric shows the number of viewers who take a desired step after watching your video. Your call to action may drive users to sign up for a service, fill out a form, or share with content with their social media followers. Conversion rate tells you how closely your content serves the larger business objective, whether you want to increase sales, encourage engagement, or build a pipeline of interested prospects.

6. Cost Per Acquisition

Cost per acquisition (CPA) indicates how much you spend to attract each new user to your OTT platform. Take steps to reduce your CPA if you're trying to achieve a higher return on investment.

7. Average Revenue Per User

The ARPU, or average revenue per user, illustrates the money you earn from each viewer. The higher the ARPU, the better your value proposition and the stronger your user acquisition strategy. In other words, it shows you're targeting the right prospects with your product or service. You can also look at LRPU, or lifetime revenue per user, to optimize spending by retaining the most valuable viewers.

Investing in OTT is a smart move for most businesses, especially if you refine your strategy by tracking these six key metrics. Contact Lightcast today to see how we can help you stream your content on major platforms and monetize your ideas for bu