(Image credit: NPAW)
A good amount of medium-sized over-the-top (OTT) and video on-demand (VoD) companies still opt for Google Analytics (GA) to keep track of their streaming business’ performance.
But, no matter how great — and free — Google Analytics is, it simply was not built with video in mind. Any streaming provider who is serious about providing a good quality of experience (QoE) for its users needs the data capabilities of a purpose-built video analytics tool.
Counting on the right video analytics solution is critical in a time of overwhelming competition between services. According to our data, individual VoD services experienced an average 9% drop globally in daily consumption per user last year as they fought for the viewers’ attention.
The message is clear: with so many platform and content options available, only services providing the best quality of experience will succeed — and Google Anlytics is simply not cut out for that.
And let’s not forget about the need to comply with GDPR and other data privacy regulations.
Built With Video in Mind
Google Analytics is, in essence, a marketing tool focusing on attribution. Its capabilities are meant to help web owners understand what traffic channels are the most important for them and how to acquire the biggest number of users for the lowest price.
Accordingly, Google Analytics is good at tracking how users get to a website and how they navigate it — i.e. what they click on to get from one page to another, how...
Read Full Story: https://www.tvtechnology.com/opinion/the-case-for-video-analytics-why-google-analytics-is-not-enough-for-streaming-providers
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