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

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.
 
Audience measurement is important for any type of content, especially for advertisers and investors. Google offers a