A mobile video analytics tool designed to provide marketers and media companies a detailed look at the quality and performance of the nation’s top mobile video streaming apps has just been released by Nielsen-owned Gracenote.
The performance analytics platform is designed to provide mobile operators, MVPDs, video streaming services and hardware manufacturers a way to better understand how mobile app performance impacts user behavior and attitudes, as well as engagement with their platforms and those of their competitors.
“By reporting key performance metrics by wireless/internet service provider, content type and more, Gracenote assists with everything from product development and marketing to user performance and pricing,” the Nielsen division says.
The Mobile Video Analytics Solution focuses on three primary performance categories:
- Experience: Insights into the performance quality of mobile video services that have the biggest effect on a subscriber’s experience and satisfaction, such as video resolution, start-up times and buffering.
- Engagement: Engagement metrics to understand how, when and where viewers tune-in, average viewing time, as well as payload, stickiness, network access and speed.
- Attitudes: Reasons mobile users choose to subscribe to or disengage from specific streaming services, including their intention to switch and feedback on pricing.
“Armed with these insights, streaming video services can learn how performance impacts engagement on their platforms compared to those of their competitors, allowing them to take appropriate actions if necessary to ensure high usage rates,” Gracenote says.
In the case of low engagement, Gracenote Mobile Video Analytics “can leverage passive video tests and survey responses to map user behavior and identify the cause of disengagement and churn.”
Gracenote is also pitching wireless providers, as it is says it can help them detect areas of network congestion and determine whether they need to add capacity to improve the user experience.
Mike Greenawald, Senior Vice President, Connectivity for Gracenote, said, “In a hotly contested marketplace for subscribers, it is critical to understand the factors that drive engagement and retention. Gracenote Mobile Video Analytics identifies the key video performance factors that enable our customers to gain a competitive edge and make more informed business decisions.”
Gracenote Connectivity is the former Nielsen Telecom.