Enhancing User Experience: A Strategic Move Towards Higher Ad Revenue

Discover how Conviva's data-driven insights helped a leading OTT player increase ad delivery and enhance viewer experience in a highly fragmented streaming market

The streaming market is a complicated mix of licensing deals, user devices, CDNs, publishers, and content. A prominent OTT provider, despite its extensive library of shows and exclusive content, was struggling to generate revenue proportionate to its value.

The OTT player’s objectives were audience retention, increasing ad views, and engagement. They had the content and market presence but lacked data-driven insights. Conviva filled this gap.

Outcome highlights

Conviva offered in-depth and detailed analytics, enabling the team to gain valuable insights. They could now access a comprehensive, unified measurement system that tracked every event, user, and session. In such a fragmented market, making educated decisions was crucial to their success.

Harnessing QoE to Set the Stage for Success

In an exceedingly varied end-user-device landscape where over 60% of users were on mobile, the OTT platform turned to Conviva’s Streaming Performance Index (SPI) as a vital compass. The SPI, a composite of various Quality of Experience (QoE) indicators, provided an easily digestible yet comprehensive performance metric.

The SPI functioned as a real-time barometer of the streaming experience quality. High SPI scores indicated engaging, issue-free streams. On the other hand, streaming difficulties such as video start failures, extended startup times, network-induced rebuffering, or bitrate crashes would cause the SPI to fall. This high-level metric served as an effective tool for every tier of the organization, from operations to the executive suite.

A significant advantage of the SPI was the extensive data backing it. Leadership at the OTT platform was immediately alerted when viewer experience dipped below acceptable levels. Moreover, they had immediate access to potential root causes, enabling swift resolution.

This readily actionable information spurred changes across the organization. Despite the incredibly diverse end-user-device landscape, the single SPI metric helped uncover patterns of performance gaps. It efficiently highlighted errors and their root causes, allowing the team to address issues quickly and continue on the path to success.

Innovating for Success: New Player Rollout and Data-Driven Decisions

The OTT player recognized that merely fixing issues wouldn’t be enough to strengthen their market position and boost revenue. They needed to innovate and progress.

The OTT player launched a new version of their video player, guided by insights from Conviva on which upgrades would significantly impact the Quality of Experience (QoE). AI-powered tools like AI Insights facilitated efficient break-fix and optimization efforts, leading to a 30% year-over-year SPI increase.

Elevating Ad Revenue Through Analytics

The introduction of a new player and a data-focused approach to enhancing viewer experience led to a 10% rise in ad deliveries for the platform. However, the benefits of Conviva’s analytics extended beyond mere numbers. By encompassing the entire viewer experience, including ads, the platform acquired significant insights into user engagement.

Conviva’s comprehensive approach gave the platform a panoramic view of user interactions, including their engagement with ads. This granular, session-level data identified the most effective ad placements and the ads that sparked the greatest engagement. As a result, the platform was not only able to fully exploit its ad inventory, but it could also smartly strategize its use for maximum impact.


The streaming service has transformed its approach to measuring and enhancing viewer experience. With robust insights from Conviva’s analytics, it can now represent the true value of its viewership accurately. Driven by player improvements and a focus on QoE, audiences have increased their viewing time by 30% quarter over quarter. As a result, the OTT player can refine viewer experiences continuously, leveraging this for greater ad revenue.

With the detailed, intelligent alerts from Conviva, the OTT player remains attuned to real-time performance, facilitating quick issue resolutions and maintaining a high QoE. The comprehensive data insights from Conviva also help strategize effectively and address challenges proactively in this intricate market.

Using this data-driven approach, the OTT service is poised to excel in the diverse streaming market. It’s positioned to provide high-quality content seamlessly, maximizing its viewership value.