What Kinds of User Data Are Collected and Saved on OTT Platforms?
June 14, 2023
User data is the core of any effective streaming platform. OTT platforms like Netflix and Spotify can leverage user data to provide better service to each user and can even use this data to improve OTT marketing. Learn more about how data is collected, saved, and used on your favorite streaming services to improve your user experience.
What Kinds of User Data Are Collected and Saved on OTT Platforms?
There are a few types of user data that are used by streaming platforms to improve the platform, the end-user experience, and much more. First-party data is collected directly by the platform and logs the metrics on the platform, such as which users are trafficking which media. Second-party user data is collected and exchanged by various services and businesses, and third-party data is gathered by a specific data provider for marketing purposes.
Typically, user data that is collected by a platform is stored in a data center. A data center can store large amounts of data in a controlled, secure environment that can host the platform's servers. A data center is protected by various security measures to protect private user data, such as names, addresses, and payment information. The saved data can be used to curate the user's app experience, such as recommending shows and music.
Is Demographic Data Collected?
In addition to first, second, and third-party data, a streaming platform will also collect certain types of granular data that can be used by the platform to achieve certain goals. Primary demographics like gender and age can help make basic recommendations, while advanced demographics about interests can recommend certain genres of shows.
Streaming platforms for movies and television shows may rely more heavily on event-based demographics, such as viewership data. If a platform can collect viewership data about each individual user, the user can receive more accurate show recommendations based on the shows they have previously watched. Savvy platforms can even use self-reported data to make better recommendations.
How Does User Data Help OTT Marketing?
OTT services are also using data to help with internal and external marketing. For internal marketing, data about viewership, user viewing habits, and other factors can tell a platform how successful a series or movie is. Then, the platform will be able to make actionable decisions to produce or promote similar shows to build on previous success.
For external marketing, insights about user data can help the platform target specific users to market new series or movies. User demographics that show a series resonates well with a certain age bracket can even prompt a platform to advertise a show on social media platforms to reach a wider audience, as well. The benefit of this marketing technique is the ability to maximize big data to advertise more effectively with a smaller marketing budget.
Big data is the cornerstone of a successful platform. An OTT service that can use granular data about users can gain valuable insights that can inform production decisions, marketing choices, and much more. To learn more about how data can increase the success of a streaming service, get in touch with Lightcast today.
