To streamline the way Vimeo OTT records and scales analytics for all of our sellers, you will start noticing some changes to the metrics you have access to.
Starting March 1, 2022, you will have access to two new reports: Viewership and Subscribers. The older dashboard will be available until April 11, 2022. The time span between the activation and shutdown of the analytics dashboard is the transition period.
What does the transition period refer to?
The transition period is defined as the time duration in which the sellers would have complete access to both old and new analytics in their dashboard and two new reports: Viewers and Subscribers. It starts from March 1, 2022 and extends up to April 11, 2022.
All the old analytics data (viz. Monthly Summary Revenue, Buy & Rent, Pause & Cancel Reasons) will remain inside the dashboard during this time.
The Analytics menu for OTT Admin will have links to these four reporting options during the transition period:
Note: “Buy & Rent”, Revenue data and “Pause & Cancel Reasons” will be moved to new pages in this menu after the transition period is over. There is no change or impact to your ‘Top Videos’ report during or after the transition.
With the new dashboard in place, two new reports would also be generated moving forward that smoothes your analysis experience further. The first one being the Viewership report which displays data in a graph plot for aggregate viewership metrics like Views, Total time watched, Finishes and Unique viewers, across your entire site, including any branded applications.
To access the report from the OTT Admin click on the Analytics menu, and select Viewership. You can also download the CSV file by clicking on the downward arrow icon.
By default, the report will be generated for All Videos on your site for the given time period. You can also filter the data for VOD videos, which includes uploaded videos or Live videos (those streamed live).
The report breaks out the data by segments like Platform, Country and Videos, supporting up to 10 segments at a time. Historical data on the Viewership report is accessible from January 1, 2018, onwards for the daily, weekly, and monthly time intervals. The hourly time interval data is available starting from January 1, 2020. To know more about how to customise your data, you can refer to this Viewership Report article.
The second report is the Subscribers and as the name suggests, it provides you with a measure of your subscription (SVOD) site’s growth and revenue over time. You can access the report from OTT Admin, click on the Analytics menu and select Subscribers. To download the CSV file, click on the downward arrow icon.
The report is represented in a graph plot after measuring the data for the metrics like Total, Gained or Lost Subscribers along with Average Revenue generated, Lifetime Values of Subscriptions, Trial conversion rate and Churn rate of subscribers.
By default the report is filtered by the total count of Subscriptions & Trials for the chosen metric. You can filter this to show Subscriptions only or Trials only followed by selecting the segments you want to generate your report for - Country or Platform. Only Up to 10 segments data can be generated at one go. To know more about the customisation and report generation in detail, refer to this Subscribers Report article.
Advantages of the new OTT Analytics after the transition period (from April 11, 2022):
The new OTT analytics Subscribers and Viewership reports would have the following features:
- You can review the business dashboard to see real-time business insights such as net gain/loss in customers, churn, lifetime customer value, and trends over time. You can also segment business insights by platform and country.
- The report generated will be in the GMT zone, instead of EST.
- You can review your content metrics such as time watched, views, finishes, and unique viewers. These can all be segmented by video, platform, or country.
- Previously, views only counted if a viewer watched for a minimum of 30 seconds; our new analytics will now count a view every time a video starts playing.
- Getting historical subscribers & viewership data in just a few clicks. The data can be retrieved from January 1, 2018 till date for the daily, weekly and monthly time intervals in viewership and subscribers report.
More metrics and segments will be added over time based on your feedback to further improve the usability and allow for better analysis.
To ensure a smooth and timely transition to our analytics system, we had to prioritise certain reports and metrics. Because of this, starting on April 11, 2022, the following metrics will no longer be available on the dashboard:
- Library viewed %
- Watching new content %
- Unique days streamed per viewer
- Top content by Avg completion
- Top content by Attention index
- Library breakdown by Episode, Clip, Special, Movie
What will the new analytics dashboard look like after the transition period is over?
The following key metrics will be visible:
Each metric shall lead to the specific page of interest. For example: ‘View statements’ under Revenue will connect to the Payouts page from which your payout statements can be downloaded for any particular month. Similarly, Subscribers and Viewership reports will get generated upon clicking their respective links.
Other reports like ‘Top Videos’, ‘Buy & Rent’ as well as ‘Pause & Cancel Reasons’ will appear the same in the new OTT dashboard (under the Analytics dropdown menu) as before.