Audience Quick Guide

Audience provides business managers and executives with a complete view of their streaming audiences across streaming platforms, including composition, trends, and other factors that drive changes in the audience engagement. These insights empower decisions and content management actions that can increase engagement, boost retention, and increase monetization.

Audience measures and maps your content consumption, and enables metrics that help you proactively respond to the content drivers that have the most impact. Dimensions allow you to segment engagement to understand all consumption levels, such as Day parts, Time of Day, Geo / Region, Device Types, Screen types, Genre, and Categories. From the main Overview pages, you can easily drill-down into detailed data pages, such as DMA, device, channel, series, episode, unique viewers, and others, for focused analysis and correlation. You can also export data from each page for sharing with other business users or as data feed inputs to other tools for further analysis.

Getting Started | Overview Dashboard |Content Dashboard | Device Dashboard | Sitting | Pathing Dashboards |Viewer Acquisition | Viewer Retention | Segment Overview and Management Dashboards | Dashboard Functionality | Metrics | Dimensions | Demographic Widgets |Ad Campaigns |Custom Ad Dimensions |Filters |SegmentsReach Multiple Identity Levels

Getting Started

Audience runs as a Conviva Pulse application. To get started with Audience, request permission from your admin who will contact Conviva support (support@conviva.com) to enable your account

Overview Dashboard

Displays an executive view of content consumption and key consumption metrics, with the comparative percent change over the last time interval.

• Measure the impact of strategic content decisions, such a pricing changes, on viewer consumption.
  
• Monitor consumption trends across time periods, including device, day parts, days of the week, and region.
  
• Click a data point in the following widgets to drill-down to specific pages:
  • KPIs Over Time
  • Content Plays by Device Type

  • Plays by Day Part and Day of The Week

  • Top Content

Content Dashboard

Provides series, channel, episode, and affiliate views of the content consumption including series KPIs and comparisons based on the number of Plays and minutes played. Also, view a series leaderboard with a complete consumption profile including number of Plays (viewer access) and % watched (engagement).

• Display a view of content consumption, including consumption KPIs.
  
• Discover opportunities to promote series with strong engagement and under-developed plays. Drill-down into a specific series for further analysis.
• Click an asset to drill-down to that specific asset or lead-in/lead-out content page to understand which other content is driving consumption.

  

• Download data from the page or any widget for ingestion into other systems, such as marketing tools or sharing with other stakeholders.

Device Dashboard

Displays device usage and viewership trends, segmented by device type. Device types include 10 foot devices, mobile devices, tablets, web-enabled desktops.

• Display a device view of content viewership, including device KPIs.
  
• Compare device viewership based on plays and minutes per play. Drill-down into specific device types for further analysis.
  
• Analyze viewership trends by device to track device popularity.
  

• Click a device type in the graphic or table to drill-down to that specific device page.

  

• Download data from the page or any widget for ingestion into other systems, such as marketing tools or sharing with other stakeholders.

Sitting

Sitting is an aggregate of all content played by a viewer in succession with no more than 60 minutes (configurable) break between each content played. Sittings are separated by daily, 24-hour boundaries; playing content continuously across a day boundary is considered as 2 sittings. For more information, see Sitting.

Pathing Dashboards

Monitor the paths driving engagement across your series, channel, episode content offerings and understand content affinities. A content path is a sequence of up to three, continuously watched content within a single sitting. Sitting is an aggregate of all content played by a viewer in succession with no more than 60 minutes (configurable) break between each content played.

• Monitor your most engaging paths to discover which 'lighthouse' assets increase viewership.
  
• Quickly determine which assets lead to pass-through and drop-offs.
• Download data from the page or any widget for ingestion into other systems, such as marketing tools or sharing with other stakeholders.

Viewer Acquisition

The Viewer Acquisition dashboard enables streaming content publishers to analyze viewer acquisition patterns and viewer behaviors to better understand the factors driving new viewer engagement. For example, track new households acquired across the first few weeks of a new asset release.

The dashboard consists of these widgets:

• Identity level by time series

• Identity level by bar charts

• Identity level

• Customize Cohorts

• Filter

Viewer Retention

The Viewer Retention dashboard enables streaming content publishers to analyze viewer retention and engagement patterns to better understand content performance and optimize viewer retention strategies. For example, track existing households who are acquired in the period of March and still active in the period of June.

The dashboard consists of these widgets:

• Total identity level Retention

• Identity level Retention by Cohort

• Active identity level

• Customize Cohorts

• Filter

Segment Overview and Management Dashboards

Understand your audience based on consumption or behavioral patterns to identify which segments have the highest reach (size of audience) as well as emerging segment trends. A visual and tabular data display of content consumer groups and interrelationships across:

• OTT Consumption: Heavy OTT vs Medium OTT vs Light OTT users
• Recency, Frequency and Engagement: Loyal vs Active vs Occasional vs Infrequent vs Lapsed vs In-active
• Device Types: Multiple vs Single Device
  

Use this dashboard to:

• Compare viewers across segments to analyze the most prominent viewer trends.
  
• Understand 30-day interrelation segments (circle size) and segment traits
  
• Quickly determine the changes in viewer consumption to show your most influential segments.
  
• Compare segments based on viewership patterns and KPIs to understand changes in audience behaviors.
  

• Download data from the page or any widget for ingestion into other systems, such as marketing tools or sharing with other stakeholders.

Use the Segment Management page to create custom behavior segments for highly-specialized viewership analysis. Time range can be specified as a one-time range computed when the segment is created or a rolling time time, such as the last 7 days, that refreshes daily.

The time-based behavior settings are especially useful for segmenting users that joined during a trial period and either continued watching or dropped out, based on:

• First Watched
• Last Watched
• Days Between First and Last Watched
• Days Since Last Play

These behavior settings can also be combined with the Content and other settings to determine which assets viewers continue to watch after trials and promotions.

Segment access can be set to private so segments are shared with only select users or set to public for unrestricted segment access.

For more details about Segments see, Filters and Segments.

Analytics Workbench Dashboard

Create custom data sets and visualizations based on the Audience dimensions and metrics.

In addition, the Analytics Workbench supports advanced features, such as Pivots and Table Calculations. Adding a Pivot to a dimension in the data table segments the data column into separate columns for each of the available dimension values. For example, adding a Pivot to the Day of Week dimension segments that column in the data table in to separate columns for each day of the week. Use Table Calculations to create custom formulas based on calculations between the data columns, such as summing several columns or creating a moving averages.

For more details, see Analytics Workbench Dashboard.

Dashboard Functionality

Drill-downs

From the DAM/Region, Device and Time widgets, click a data point to access dimension-based drill-downs to explore data details: (What) Content, When (Day parts and Days of the week), Where (DMA/Region), How (Devices).

1. Click a location on this map to display DAM / Region details for that location.

   DAM / Region details include data for metrics, such as Total Plays, engagement, consumption by device, DAM / Region comparison, and plays by time period.

   

2. Click a device type data segment to display detailed data for that device type.

   Device details include data for metrics, such as Total Plays, engagement, consumption by device, DAM / Region comparison, and plays by time period.

3. Click a time period to display detailed data for that period.

   Day and time details include data for metrics, such as Total Plays, engagement, consumption by device, DAM / Region comparison, and plays by time period.

4. Click a content asset to display lead ins / outs and content pages.

   1. Lead In & Lead Out

      

   2. Content

      

      Content details include comparative KPIs, device types, viewership, and time of day data.

Filters

Limit the displayed data to only the most critical data, such as metrics, location, connection type, date, string expressions, and brand. Once applied, the filter setting is carried through out the application to ensure consistent page results. Filters enable the display of percentage changes over comparison periods. For example, a 7-day filter setting displays the percentage change between the current and previous 7-day periods.

Filters types support String, Number or Date with corresponding operations supported on them.

Filter settings persist across dashboards.

Filters are based on the meta data passed to Conviva during player integration.

For more details see, Using Filters and Filters and Segments.

Downloading Data

From any page, download data as .PDF or .CSV format using the icon.

Metrics

Audience supports these metrics:

Dimensions

Content Analytics supports these dimensions:

• Geo-location: Conviva uses IP lookup services such as Quova and Maxmind to identify the geo-location of viewers.
• Time attribution:  Conviva uses actual time of play to attribute metrics to specific hours etc. When a content extends across multiple hours or days only the section of play belonging to that particular time period is counted.s
• Content Day Part (local time): Conviva uses Nielsen day parts to classify viewer behavior based on time of day. Users' local time zone is used to normalize the data.
• DMA/Region:  Conviva uses Nielsen DMA definition - see https://www.nielsen.com/us/en/contact-us/intl-campaigns/dma-maps/

• Device Category:  Conviva uses a high-level classification of devices based on these business categories:

  Device Category	Definition
  Connected device	Large screen devices includes TVs(Samsung, LG) as well as set top boxes such as AppleTV, Android TV, FireTV, Chromecast, Roku etc.
  Mobile	Devices including Android based phones and  iPhone devices.
  Tablet	Tablet device including iPad and Android devices including Fire Tablet.
  Web	Any desktop-based consumption including MacOS, Windows.

• Device:  Provides the type of device used, for example Apple TV, Android TV, Roku, Amazon Fire TV, and Apple iPhone.
• Device Marketing Name:  Provides the name of the device, for example Roku3000, iPhone 7, and iPhone 8. 
• Connection Type:  Describes the type of connection used: mobile, wired, wireless. 
• Content Hour (local time): The hour interval within which the content started based on device local time, ranging from 0 to 23. For example, a value of 3 means that the content started between 3 a.m. and 4 a.m. based on the device’s local time.
• Content Start Time (local time): The time, in local time zone, when viewers started watching content. It accepts integer and decimal values. To convert decimal value to minutes, multiply the decimal value by 60. For example, 8.3 converts to 8:18 AM.
• Session Percent Complete: The percentage of the session watched, computed as "Session Duration" divided by “Content Length”. For example, 0.1 for 10 percent complete for a single session.

Audience Module

Audience Module is an optional add-on to Audience that enables you to use the advertising capabilities features, such as ad dimensions in the segment builder and filter builder, to empower your advertising activities. Also, it provides the household demographics to empower optimal audience targeting through a combination of Conviva Audience viewership data and 3rd party demographic data, customized through Audience filters and segments.

Advertising Capabilities

Using Audience Module enables a full set of advertising capabilities that allow you to perform advanced ad and viewership analysis, such as evaluating advertising media plans, and analyzing the impact of ad policy changes on viewership.

For more information regarding the advertising capabilities and use cases, see Advertising Capabilities.

Ad Placment Performance and Demographics

To help track and determine the overall effectiveness of the delivered ad placements, Audience provides Ads and Ad Details dashboards with a list of ad placements (line items) delivered in the selected period along with the corresponding metadata, such as advertiser and campaign, and metrics, such as household reach, ad impressions, and average frequency. The Ads Dashboard helps you quickly determine the overall effectiveness of the delivered ad placements. The Ad Detail dashboard displays a high-level view of your ad's reach, frequency, and impression delivery across device, content, and audience demographics

In addition, the Ad Impressions metric appears in most dashboards to display the sum of ad sessions that successfully started in the selected interval to help correlate viewership and ad performance.

You can also create filters and segments based on sessions with or without ads. For more details, see Filters and Segments. For more details about advertising capabilities, see Advertising Capabilities.

Custom Ad Dimensions

With custom ad dimensions, you can build more advanced advertising-related filters, segments, and analytics workbench analysis.

For example, you can add the Sale Type dimension to filter sessions that played either direct sold ads or programmatic ads, and analyze the performances of the ad types. For more information, see Filters and Segments.

Demographic Widgets

The Demographic widgets empower optimal audience targeting through a combination of ConvivaAudience viewership data and 3rd party demographic data, customized through Audience filters and segments.

These widgets include data breakouts for residential demographics (gender, age, education level, and others) and household demographics (income, household size, parental status, and others), this widget displays demographics data derived from matching Conviva StreamID household clusters with 3rd party-based households to help you identify and understand the key audience characteristics of your viewership.

For example, the household widget displays viewership household income levels along with other data such as household size and ownership status.

For more information, refer to Demographic Widgets.

Filters

You can use these filters to get granular data based on, for example, demographics and the type of content that is consumed by your viewers. You can create customized filters that are specific to your c3 account. You can also analyze data on the concept of 'First Stream'. First Stream refers to the first video session streamed by a new viewer.

Filters List

• Audience

• Content

• Ads

• Context

• First Stream

• Custom Tags

For more details about filter use, see Filters and Segments.

Segments

Segmentation of viewer consumption data enables deep drill-downs and analysis of critical viewer and consumption patterns. Audience supports the following types of data segmentation:

• Viewer based segments (viewer selection based on basic and complex session attribute matching

  Use the Segment Builder to create data sets of viewers based on matching session attributes. These data sets include all the data of viewers who match the specified criteria.

  Example: Show me the list of viewers who watched Game of Thrones on an iPhone

  Segment Builder: Content > Series = Game of Thrones, Consumption Attributes > Device Type = Apple iPhone

• Joined viewer based segments (pure viewer selection based on the intersect of different segments)

  Use Segment Builder to join multiple segments with each segment containing a data set of viewers based on matching the specified session attributes. These data sets include all the data of viewers who match the specified criteria.

  Example: Show me the list of viewers who watched Game of Thrones and watched any show on an iPhone.

  Segment Builder : 1st segment: Content > Series = Game of Thrones

  2nd segment: Consumption Attributes > Device Type = Apple iPhone

  Joined segment: Intersect of 1st segment and 2nd segment

• Session based data sets (sessions based on filtered session criteria)

  Use Filters to select session data set based on matching session criteria. These data sets include only the matching session data, no other data from the session viewers are included.

  Example: Show me all Game of Thrones sessions on Roku.

  Filter Settings: Series is equal to Game of Thrones, Device Type is equal to Roku

For a deeper understanding of the audience segments supported by Audience, refer to Audience Segments. For more details about using Segments see, Filters and Segments.

Reach Multiple Identity Levels

The unique viewer reach is displayed in the KPI bar across multiple identity levels:

• App Count – count of unique client IDs (this is automatically assigned by the sensor and will change when the app is reinstalled)

• Subscribers – count of unique viewer IDs (requires customer to pass in an appropriate viewer ID)

  Note: In Conviva, Subscribers is a default label for the viewer ID level metrics as well as for the viewer ID identity level. You can contact your Conviva representative to rename the default label.

• Households – count of unique household IDs (requires Audience Module add-on)

  Note: Households often have multiple attributes, and it is possible to identify the same household using different attributes. As a result, some household data may overlap. For example, many of the same households may be obtained when using filters for age ranges greater than 18, and less than or equal to 18 because households have members from both age ranges. Additionally, when combining two separate groups of households, the combined total may not reach 100% of the separate household groups due to the variation of demographic attributes across households.

These identity metrics appear in the Overview page and other detail pages, such as Series and Channel detail pages.

You can toggle between subscriber and household identity levels in the Viewer Acquisition dashboard, Viewer Retention dashboard, and the First Stream filter when Conviva enables stream ID and the client ID is not set as the subscriber ID.

For more details using the household ID, see Household ID White Paper.