Nielsen’s Gracenote Bows New Mobile Video Analytics Measurement Solution

Gracenote, a Nielsen company, Aug. 16 announced its Mobile Video Analytics Solution aimed at providing visibility into the quality and performance of mobile video streaming applications.

The analytics solution will provide mobile operators, MVPDs, video streaming services and hardware manufacturers a means to better understand how mobile app performance impacts user behavior and attitudes as well as engagement with their platforms and those of their competitors, according to a company press release.

The solution provides insights into how users interact and engage with mobile video streaming services, according to the release. It reports key performance metrics by wireless/internet service provider and content type, among other measures, to assist in product development and marketing as well as user performance and pricing.

The Mobile Video Analytics Solution focuses on three primary performance categories: consumer experience, offering insight into video resolution, start-up times and buffering; consumer engagement, finding out how, when and where viewers tune-in, average viewing time, as well as payload, stickiness, network access and speed; and consumer attitudes, looking into reasons mobile users choose to subscribe to or disengage from specific streaming services, including their intention to switch and feedback on pricing.

With the new analytics, streaming video services can learn how performance impacts engagement on their platforms compared to those of their competitors, according to the release.  Gracenote can use passive video tests and survey responses to map user behavior and identify the cause of disengagement and churn, according to the company. Gracenote also can help wireless providers detect areas of network congestion and determine whether they need to add capacity to improve the user experience.

“Nielsen has been at the forefront of measuring television and digital video content for decades and the new Gracenote Mobile Video Analytics solution extends our market-leadership position in the mobile streaming space,” said Mike Greenawald, SVP, connectivity, for Gracenote in a statement.  “In a hotly-contested marketplace for subscribers, it is critical to understand the factors that drive engagement and retention. Gracenote Mobile Video Analytics identifies the key video performance factors that enable our customers to gain a competitive edge and make more informed business decisions.”

Mobile Video Analytics solution uses a combination of proprietary video quality and performance testing with real-time usage data from thousands of mobile consumers in over 125 national markets, according to the release.

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