They say in streaming video that content is king, but you can’t be a king without a kingdom. This is why understanding your audience is such an essential part of building a business, causing fundamental shifts in how marketers look at collecting, normalizing, and matching of first- and third-party data.
Historically, demographic data in streaming has been limited to information you collect directly about your subscribers or data sourced from a panel-based solution that doesn’t take into account census-level viewer data. This can often result in poor sample sizes, bad representation, and lack of diversity across ages, genders, and income ranges. Now, through Conviva’s integration of Experian’s rich demographic data with our industry-leading, deduplicated, census-level ad and content engagement data, marketing, research, and product teams can get more insights than ever before.
With these new insights, there are a number of ways that streaming video publishers can use demographic data to improve streaming marketing:
1. Surface the demographics of your most engaged and least engaged users to uncover content consumption trends and improve promotions and recommendations.
One of the best ways to segment your audience is by their consumption, including metrics such as total or average playtime, number of unique assets consumed per session, or frequency based on how often they log in within a week. Layering demographic data onto this allows you to not only understand the types of content that your most engaged viewers are watching, but also further segment who they are based on age, gender, income, psychographics, and more.
For example, you might find that within your most active viewers you have a large segment of women aged 25 to 34, and the smallest segment of men aged 18 to 24. You can look at the content being consumed by each demographic segment to identify potential opportunities for each audience. Surfacing content frequently viewed by these segments to similar audiences will result in more engaged viewers.
2. Uncover the profiles of viewers who convert from your most successful marketing channels to make smarter advertising decisions.
While you might be targeting a certain demographic with campaign buys across digital, social, or even linear ads, you need to validate that those campaigns are converting to actual viewership and proving their lifetime value. Using demographic data combined with consumption data in a continuous measurement platform allows you to not only understand what campaigns and sources are bringing in the most new viewers, but also to segment those viewers, identify demographics for each segment, and track their content consumption patterns over a lifetime of viewership.
You can use these insights to identify the best performing campaigns or marketing activities that drove an increase in a particular demographic or learn from the viewing habits of viewers you acquired from each channel to better inform future audience targeting strategies in your paid marketing.
3. Establish new or emerging customer segments to expand engagement opportunities.
Let’s say you’ve acquired a new series, rights to a sports league, or launched a new channel on your FAST platform. Who are the new viewers coming to your service to watch that content? How do the consumption patterns shift within various demographic segments?
Maybe there’s a huge segment of female viewers who are heavy consumers of your new superhero show or an influx of younger, college-educated, high-earning viewers of the new sports league you started streaming. You can use these insights to better inform programming or promotional strategies to lean into high-performing demographic segments.
4. Pair social video demographics with streaming video demographics to identify areas of incremental reach.
There is a clear synergy between social media and streaming video today. As found in our recent Content Discovery report, heavy social media users are more than twice as likely to spend more than eight hours per day streaming.
As a result, publishers are spending more resources than ever producing content for social video platforms like Facebook, YouTube, and TikTok. Compare demographic data from your social videos and campaigns to your viewers who watch a particular type of content or view a show you’re promoting. The differences in audience between your owned and social media channels can help you find whitespace opportunities to better promote your content through organic social content or paid social ads.
5. Measure cross-brand household reach to identify areas for cross-promotion.
With the increased fragmentation of streaming across many different apps, platforms, and devices, streaming audiences can be watching content from the same company in a variety of ways. They might use their cable login to stream a live sports event through your Brand X TVE experience, then later tune into your Brand X+ streaming service to watch the hot new original series that everyone is talking about.
Applying demographic data to viewership data across your various products and services allows marketers to better understand the overlap of households, identify areas of opportunity to cross-promote streaming on other apps or even linear programs, and improve targeting for ad campaigns.
The future of streaming engagement is firmly anchored to audience intelligence and demographics and psychographics will be key to any publisher’s success. Understanding who your viewers are, what content they like, what they’re interested in as people, and how they interact with your content in your own apps and on third-party platforms, including social channels like TikTok and YouTube, is critical to building both a scalable audience growth engine and maintaining a high level of engagement and retention.
To learn more about how Conviva’s integration with Experian can help you better acquire and retain streaming audiences, request a demo.