OTT 101: Metrics that Matter for Marketing

By Megan Dobransky

June 9, 2021

Marketers must increasingly rely on data to create better content, learn more about their target audiences, and optimize campaigns. But, because data often lives in silos on disparate platforms with no single source of truth, it can be time consuming and tedious to aggregate this data. It’s even harder to analyze it, and harder still if you’re also publishing streaming video. When you can combine all your social media and streaming data into one place, you can spend less time aggregating data and more time actually using it for insights and decisions. So, when you can focus on utilizing your data, what metrics matter most?   

Social Metrics  

Organic and paid social media are massive parts of any marketing strategy, so it’s important to track some critical metrics to ensure you’re reaching the right people at the right time with the right contentLearn more about why it’s critical to look at organic and social holistically in our Working Together: The Intersection of Paid and Organic Social webinar 

Engagements / engagements per post or video 

Engagements are likely something you already track, but we can bring together all your engagement metrics into one dashboard.  

Engagements are defined as: 

  • Facebook: Comments + Shares + Reactionsincluding Likes 
  • Facebook Ads: Comments + Shares + Reactions, including Likes 
  • Instagram: Comments + Likes 
  • Instagram Ads: Comments + Likes 
  • Twitter: Replies + Retweets + Likes 
  • YouTube: Comments + Shares + Likes 
  • Snapchat: Unique Opens + Screenshots 
  • TikTok: Comments + Shares + Likes 

You can track engagements separately by platform or cumulatively across all your channels. Engagements are important because they are the best indicator of how your audience is reacting to your content.  

Audience by platform 

The same way that we combine engagement data into one dashboard, we enable tracking of your cross-platform audience growth as well.  

Audience is defined as: 

  • Facebook: The number of users who like the Page. 
  • Instagram: The number of followers for the account. 
  • TikTok: The number of followers for the account. 
  • Twitter: The number of followers for the account. 
  • YouTube: The number of subscribers to the channel. 

Audience is important because you can see the growth of your accounts, while also monitoring any decreasesso you can adjust your strategy accordingly. 

Views by platform 

Because what counts as a “view” can vary across platforms, it’s especially critical for this metric that we combine all your views into one convenient place so that you can count views across all your video content, including ads on Facebook and Instagram. A view is defined as: 

  • Facebook: 3 seconds
  • Facebook Ads: 3 seconds 
  • Instagram: 3 seconds 
  • Instagram Ads: 3 seconds 
  • Twitter: 2 seconds 
  • YouTube: 30 seconds 
  • Snapchat: 1 second 

Views are another indication of engagement and content success, so it’s important to keep tabs on how your videos perform on each of your channels.  


Impressions are the number of times your content was displayed, no matter if the viewer engaged with it in any way. Impressions indicate how many people saw your content, which in itself is helpful, but can also be used in conjunction with engagements to understand the impact of your content and how well your campaigns are connecting with your target audiences. 

Competitive benchmarking and leaderboards 

Another set of metrics that matter is those that indicate how you compare to your competitors. Our preconfigured and custom leaderboards allow you to see what’s winning across all your brands and rivals or benchmark any public accounts you want. 

Streaming Engagement Metrics  

Streaming video is another vital part of any modern marketing strategy. Here are some metrics that matter most to marketers looking to make sure content is resonating and audiences are engaging 


Plays is the number of sessions that started playing successfully during a selected interval. It’s a key metric for marketers to measure the success and engagement with a piece of content or the service overall.  

Concurrent plays   

Concurrent plays is the maximum number of simultaneously active sessions during a given interval. Monitoring concurrent plays is important to help you define your audience, determine video quality, and track which customers are actively engaged with a video.  

Total minutes   

Total minutes is the combined total viewing time across all devices and for all sessions that ended during the selected time range. Total minutes is a key performance indicator of the overall reach and growth of your streaming content 

Unique devices   

The unique devices metric counts the total number of unique devices that viewed at least one frame of video during a selected interval. For marketers, looking at this metric will help identify the devices viewers use most frequently so you can optimize your content for the most used devices.   

Minutes/unique device  

The minutes per unique device metric is calculated by dividing the total played minutes in a selected time range by number of unique devices in that time range. Knowing which device a viewer is using and how engaged they are with your service on that device can prove invaluable when it comes to content production and strategy. 

Average percent completion   

Average percent completion shows the duration viewed, as compared with the total length of the content. A high percentage indicates a high level of viewer engagement with the asset, channel, and service. This metric is one of the most valuable for marketing and content teams to understand with depth and granularity the way in which viewers engage with their content. It helps answer the big question of, “Is this content interesting and relevant for my viewers?” and can play a major role in the decisions which drive content production. 

Ended plays   

An ended play is a play that ended during a specific period. There could be three reasons why a session ends; gracefully ended with or without content completion, ended due to failure, or ended to due timeout. While this metric could signal technical issues with the stream, it could also give marketers insight into what content is working—and what isn’t.  

Ended plays/unique device  

This metric is calculated by dividing total number of ended plays in a selected time range by number of unique devices in that time range. An increasing or higher number indicates that viewers watched more videos on the same device and your content likely experienced higher engagement. Understand the correlation between viewer engagement and devices to better optimize player performance, identify viewers device preferences, and know the screens your customers are most likely to use to engage with your content. 

Data is more important than ever for marketers, but it must be actionable to be worthwhile. That’s why we give you a seamless way to map the full customer journey cross your social media channels to owned video players, mobile apps, and sites—all in one place.