Intelligence company 7Park Data has announced the availability of OTT Stream to Shop, a new data intelligence product that tracks and analyses the Amazon.com purchase behaviours of US consumers after viewing TV and movie titles on leading subscription video-on-demand platforms.
Users will be able to analyse the product categories and specific brands purchased by Netflix, Hulu, and Amazon Prime Video viewers on Amazon.com up to 60 days after watching TV and film titles on those services and then compare that data with the average viewer to understand relative preference for brands and types of products.
By, says the company, ‘connecting the dots’ between title viewership and Amazon.com purchases, OTT Stream to Shop is said to be able to illuminate critical marketing and advertising opportunities for content creators, producers, distributors and consumer brands, and more. Among the title-specific, cohort-based insights offered are the ability to identify product-placement opportunities, develop cross-promotional campaigns and improve content development and research processes. Service provider could use brand affinity data to secure sponsors for a comedy tour based on purchase behaviour from viewers of the same comedian’s TV and movie titles.
“Even as Netflix, Hulu, and Amazon Prime have become wildly popular, understanding viewers and especially their purchasing behaviour has remained painfully elusive for studios and content creators,” said John Sollecito, head of client solutions at 7Park Data. “OTT Stream to Shop represents an entirely new kind of data intelligence that shines a light on one of the most valuable consumer buying pathways: from watching a show or movie on a streaming service to making a purchase on Amazon.com.
"With this new product, we’ve expanded far beyond our current ability to arm studios with granular insights about viewing behaviour — popularity of specific titles, launch success, cross-viewing behaviour, demographic breakouts, and more — to provide the most complete platform for OTT viewership analysis available today.”
By, says the company, ‘connecting the dots’ between title viewership and Amazon.com purchases, OTT Stream to Shop is said to be able to illuminate critical marketing and advertising opportunities for content creators, producers, distributors and consumer brands, and more. Among the title-specific, cohort-based insights offered are the ability to identify product-placement opportunities, develop cross-promotional campaigns and improve content development and research processes. Service provider could use brand affinity data to secure sponsors for a comedy tour based on purchase behaviour from viewers of the same comedian’s TV and movie titles.
“Even as Netflix, Hulu, and Amazon Prime have become wildly popular, understanding viewers and especially their purchasing behaviour has remained painfully elusive for studios and content creators,” said John Sollecito, head of client solutions at 7Park Data. “OTT Stream to Shop represents an entirely new kind of data intelligence that shines a light on one of the most valuable consumer buying pathways: from watching a show or movie on a streaming service to making a purchase on Amazon.com.
"With this new product, we’ve expanded far beyond our current ability to arm studios with granular insights about viewing behaviour — popularity of specific titles, launch success, cross-viewing behaviour, demographic breakouts, and more — to provide the most complete platform for OTT viewership analysis available today.”
