ComScore Debuts OTT Measurement Service for Streamed Content
While the viewing of streamed content has taken off, measurement of that viewing has lagged, even for the top services. Measurement specialist ComScore provides some needed relief with the addition of OTT Intelligence to its Total Home Panel.
ComScore's Total Home Panel measures cross-platform media use for over 12,500 households and 150,000 devices. OTT Intelligence reporting is available by subscription, and measures over-the-top video streaming from free and subscription services over set-top boxes, sticks, connected TVs, and game consoles.
The service is able to measure dozens of online services and sites, ComScore says, including Netflix, Hulu, Amazon, and YouTube. Subscribers will be able to view measurements including household reach, audience size, and viewer demographics. They can also segment results to see data only for cord-cutters or cord-nevers, or households with cable or satellite subscriptions.
“With very limited insight into viewing behavior across providers, the OTT market has largely been a black box,” says Mike Rich, ComScore's vice president of emerging products. “As more TV viewers look beyond traditional content sources, it’s more important than ever for networks, content producers, device manufacturers, and others in the ecosystem to understand this growing segment of cross-platform viewing.”
ComScore's last streaming advance came in February, when it added the ability to measure YouTube viewing on mobile devices.
Related Articles
Dish has offered cross-platform addressable ad buying since 2012, and now it's adding validated third-party campaign measurement.
05 Jan 2018
Why the move to HDR matters for more than just 4K—and why OTT services and devices are going to lead the way
09 Aug 2017
While Sling has more customers, DirecTV Now subscribers stream more hours per month. ComScore sheds light on skinny bundle viewing.
21 Jun 2017
For many viewers, mobile devices are the only way they access YouTube videos. This move greatly expands views and reach for top creators.
24 Feb 2017
Brands and publishers will be able to target viewers and measure results using the same campaign metrics they get with other platforms.
27 Oct 2016
As the Adobe Summit begins in Las Vegas, Adobe debuts a platform for creating, marketing, and monetizing direct-to-consumer OTT video services, as well as a measurement partnership with ComScore.
22 Mar 2016