What is Content Analytics?
Content analytics is the practice of capturing and analyzing user engagement data to measure the reach, performance, or popularity of a piece of content. Content analytics can be applied to many different types of content, including social media posts, articles, webinars hosted on a website, or video content (e.g. a film or television series).
By using the appropriate metrics to evaluate content performance, content owners and publishers can develop actionable insights to inform business decision-making, optimize content strategy (e.g. production, licensing, distribution), and enhance user experience.
What Types of Businesses Use Content Analytics?
The primary consumers of content analytics are marketing professionals responsible for publishing or distributing content and measuring its performance. Let’s take a closer look at content analytics for digital marketing (e.g. websites, blogs, social media, etc.) vs. content analytics for video monetization.
Content Analytics in Digital Marketing
Digital marketing teams use content analytics to measure the performance of social media marketing, content marketing, or search engine optimization (SEO) marketing campaigns.
Content analytics tools like Google Analytics make it easy for digital marketers to measure the performance of each web page in real-time, including the number of pageviews, unique visitors, traffic sources (e.g. organic, referral, etc.), and social shares. From there, marketers can create dashboards to visualize the performance of their digital content and identify the best opportunities for improvement.
Content Analytics in Video
Video content owners and media platforms use content analytics to track user engagement with video assets and measure the performance of video content. Given the number of data points available in over-the-top (OTT) streaming, content analytics for OTT video is especially popular, examining metrics like:
- Impressions – The number of times a video was shown to a user.
- Views – The number of times a video has been viewed by users.
- Play Rate – Views divided by Impressions.
- View Length – The average length of time a user spends watching the video (can be expressed in minutes, or as a percentage of the total).
- Audience Retention – The percentage of viewers still watching a video after a given period of time (e.g. 5 minutes, 10 minutes, 1 hour, etc.)
- Device Type – The device being used to watch the content.
- Viewer Location – The location of the user viewing the content.
- Revenue – The amount of revenue generated by the content on a given platform.
Why is Content Analytics Important for Video Content Owners?
Collecting and analyzing content performance data allows both content owners and OTT streaming providers to more accurately measure the value of their video assets.
Content owners can use this information to negotiate more favorable licensing deals with content distributors, while distributors (e.g. MVPDs, OTT streaming services) can leverage content analytics to inform decision-making about content acquisition, production, and distribution.
Manage OTT Video Content Analytics with Revedia Digital
Symphony AI Media helps video content owners and OTT streaming providers maximize the current and potential value of their assets using content analytics.
Our Revedia Digital platform uses AI and machine learning to aggregate content performance data from multiple sources and deliver actionable prescriptive recommendations to help you optimize the production, promotion, and distribution of your video content.