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comScore plans to measure OTT viewing

comScore has launched comScore OTT Intelligence which is a combined service to measure U.S household viewing of over-the top (OTT) content on TV screens. The Company’s proprietary : Total Home Panel – a research panel that measures consumer behavior across home network-connected devices served as a basis for the comScore OTT Intelligence service.

A growing section of the cross – platform TV viewing landscape is representative of OTT content viewing. Until now OTT behavior has been difficult to measure. Although popular OTT services like Netflix are growing in significance, there is no clear-cut method to measure activity streamed via TV-connected devices such as streaming boxes/sticks, smart TVs and gaming consoles which is posing a great challenge for media measurement for OTT.

comScore OTT Intelligence throws light on this hard to quantify section of the viewing market. Subscribers can avail of comScore OTT Intelligence via a dynamic user interface that enables single-source viewing of several OTT content providers such as Netflix, Amazon, Hulu and YouTube. Some measures include household reach, audience size and demographics and usage metrics.

For cord-cutting and cord-never homes as well as those that have cable or satellite subscription, data can be further segmented. Total Home Panel which is a single-source research platform used to measure media consumption across platforms is currently measuring media consumption across more than 12,500 households and 150,000 active devices per month.

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