New OTT audience tracking tools take centre stage in video streaming space

With billions of dollars spent every year on original programming--and movies now being launched via OTTs with theatres remaining shut--the need for audience measurement is stronger than ever

Yuvraj Malik New Delhi
OTT Platforms

Among streaming services, Netflix and YouTube reigned supreme with 6 percent time-share each.

As video streaming becomes more pervasive, new tools and services are emerging to track audiences on OTT (over-the-top) video streaming platforms like Netflix, Amazon Prime and Hotstar--something that has not been done before.   Last week, Neilsen, one of the oldest market research firms in the world, said it developed a new metric called ‘The Gauge’ which tracks audiences on streaming services. Using a hardware patch in Wifi routers, Neilson is able to determine when viewers tune in based on data consumption.

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First Published: Jun 22 2021 | 9:25 PM IST

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