Improved VOD targeting potentially driving $375MN global revenues | VOD | News | Rapid TV News
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The inaugural Genius Digital Data Spotlight research paper has shown that the company’s customers have seen significant uplift in video-on-demand (VOD) revenues and usage via improved and more personalised targeting.

genius digital 31 March 2017The research focuses on how operators can maximise the VOD opportunity by utilising their data more effectively. It adds that by not targeting, operators are losing up to $375 million in VOD revenues globally. This amount, says Genius Digital, is a large sum of money, particularly when talking about VOD. It adds that operators have long struggled to monetise their VOD assets, but stressed that it was certainly not suggesting that data provides a silver bullet that can turn VOD into a cash cow. That said, Genius Digital does think that operators can iterate and improve on their performance by doing a lot of small things well.

“It’s our experience that data has an important role to play in enabling broadcasters and operators to attain their key KPIs,” said Tom Weiss, CEO and co-founder of Genius Digital. “Whether it is VOD revenues and usage, keeping customers engaged in live sports content in an increasingly competitive market, or even simply understanding how content is being consumed - using actionable insights derived from deep viewing data can make the world of difference.”

Genius Digital says the data in the VOD: The $375 Million Conundrum report supports a theory that there is a ceiling for PVR usage of around 20% of total viewing across most operators. But it hasn’t broken beyond the 20% barrier. Genius Digital believes that this is down to a combination of new viewing methods and the on-going durability of live TV. TV is a passive medium, and in many cases, viewers simply don’t want to have to choose what to watch.