Inside the CTVMA Plans to Share OS Streaming Data

 

                                                                                                    'Project Halo'

Since January, the CTVMA has been working on its new streaming audience data paywall with data engineers in Singapore, known as 'Project Halo,' the service will include global OS device figures for publication in its paid research area for clients. 

 Streaming Audience Data

The service will allow members of the CTVMA to share their data as part of its future revenue-sharing business to allow streamers and OS devices to publish their data on a trusted central resource hub.  It will also enable comparisons of audience across devices for both SVOD and FAST platforms.

Streaming services need to provide media buyers and marketers with greater insights into their audiences if they want to increase advertising investment. Media agencies are calling for greater transparency around the audience makeup to help increase spend.

Until recently, video streaming services operated on multiple devices, making it difficult to track viewership consistently. Moreover, users have individual viewing patterns and preferences and consume content at different times in non-linear ways, leading to a more fragmented and complex audience landscape.

                                                                                                   Research Lab

Smart TV OS Devices Data

The data points which we track on a quarterly basis with proprietary market share models typically incorporate company-reported data, estimates based on business line revenues and other market research. Netflix's decision to unveil its streaming data marks a significant shift in the streaming industry's approach to transparency and customer insight.

Last year, Tizen was the clear leader in the third quarter, capturing 35% of the market. While that represents a slight decline from Q1, it’s still a commanding share, roughly equal to the combined share of second place holders: webOS from LG, SmartCast from Vizio and Roku TV OS, respectively. 

Audience measurement solutions must become more sophisticated to address these challenges. Cross-platform measurement solutions are essential to accurately track audiences on streaming services across all devices.

Streaming media and agency demand for a CTV industry-standard for audiences on OS devices is vital to advertisers and agencies requiring both accuracy and transparency to evaluate more native home screen advertising opportunities. To find out more about 'Project Halo' Data Partnerships before our launch please email research@ctvma.org.au