How a global media company successfully measured viewership data with YouGov
Challenge
Understand true viewership data across platforms for content analysis and benchmarking.
Solution
Global viewership data to accurately report on media performance across markets.
Results
The ability to monitor IP performance, provide feedback to content creators, sell content to the right platform and price the content at its correct value.
Business challenge
The client, a mass media and entertainment corporation, sells content internationally. They needed cross-geographic performance data on content their sales teams can license, and know the same for competitive titles.
The client had just launched a new streaming service, so required a tool to provide overall reach and viewership numbers for SVOD platforms. This would allow them to have even more competitive benchmarking data for sales and understand international performance of their own titles.
Solution
The client knows the performance of linear titles beyond viewership, including competitor analysis via their subscription with YouGov Signal, which provides:
- Solid proxy metrics like digital demand, piracy and online appetite
- Competitive series analysis (thousands of cross-platform titles available)
- Measurement of week-to-week appeal and chatter
- Pre and post broadcast information
- Value IP tracking, pre-release audience monitoring and growth in overall demand metrics
- Global data for even the hard-to-track territories
The client also implements YouGov Stream to access scaled SVOD viewership data to monitor the performance of their titles globally. Linking this online behavioral data to YouGov's living data - audience intelligence across its vast panel - enables the client to take segmentation further.
The client uses YouGov Stream to benchmark their data against their competitors, highlighting the growth of viewership over time. YouGov Stream captures overall viewership reach and demographic information, combining with Social Buzz or Talkability data to track both qualitative and quantitative effects of a successful show.
Results
YouGov Stream enabled the client to streamline and successfully manage their data gathering process. This improved competitor intelligence and provided a clearer picture on what shows attract more viewers.
Before the client implemented YouGov Stream, there were few legitimate measurements for cross-platform global SVOD viewership. There was no standard streaming methodology or currency across countries – with multiple different metrics which can be used – resulting in large inconsistencies. YouGov Stream provides verified viewership of content globally, enabling the client to monitor IP performance, provide feedback to content creators, sell content to the right platform and price content at its correct value.
Client testimonial
"The team at YouGov have been an absolute pleasure to work with and I look forward to continuing our relationship. YouGov Stream has made my job a lot easier – I am now able to see true viewership data across all our content and benchmark it against our competitors which has a huge part to play in determining the future of our IP."
- Anonymous