Nielsen-owned Gracenote launched a new Mobile Video Analytics solution to dig deeper into viewership and performance on mobile video streaming applications.
The company is planning to offer mobile operators, MVPDs, video streaming services and hardware manufacturers a look at mobile app performance and a link to how it affects user behavior and engagement.
The performance metrics will be broken down by wireless/internet service provider, content type and more. The service will look at video resolution, start-up times, buffering, when and where viewers tune in, average viewing time, payload, stickiness, network access, speed.
Gracenote said it wants to find out why mobile users choose to subscribe to or disengage from specific streaming services, including their intention to switch and feedback on pricing.
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Gracenote Mobile Video Analytics will use passive video tests and survey responses to track viewer engagement and will also let wireless providers detect areas of network congestion.
“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, senior vice president of 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."