Analytics is one significant area of investment within pay TV and OTT video services, with operators investing around solutions for QoE, driving consumption and ARPU, reducing churn, and improving purchasing and licensing decisions. Spending on analytics software and services within video services is expected to double from US$1.8 billion in 2017 to US$3.7 billion in 2022. Video service providers use analytics to improve results across a variety of different roles within the organization, including marketing, merchandising, customer support, and operations. Smaller operators may rely on point solutions for each function, while larger operators are implementing data lakes and looking at unifying the analytics solutions across the organization.
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