Hub & Spoken.

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Data Analytics in the World of Television 

In this podcast, Jason talks to Sarah Moore, the Chief Data Intelligence Officer at NOW (formerly NowTV) about audience acquisition and retention in the fast-paced world of television.   

Listen to this episode on Spotify, iTunes, and Stitcher.  You can also catch up on the previous episodes of the Hub & Spoken podcast when you subscribe.  

What are your thoughts on this topic? We’d love to hear from you; join the #HubandSpoken discussion and let us know on Twitter and LinkedIn. 

For more on data, take a look at the webinars and events that we have lined up for you.

One Big Message  

When it comes to accessing large amounts of data in a fast-paced environment such as television, preparation and scalability is key. Without the right level of sophistication in your data frameworks there is the potential to miss capturing important data which a business can potentially use to improve. 

[00:40] How Sarah got into TV data analytics and why she is so passionate about data relating to consumption of content 

[02:28] The difference between working with data in the financial and TV sectors and what keeps her motivated in such a fast-paced environment 

[07:09] NowTV’s product and how it integrates with Sky TV’s business model 

[09:17] The top data priorities for NowTV and which demographics NowTV regularly track  

[17:30] NowTV’s level of data sophistication and the importance of data democratization  

[26:52] Why NowTV makes data products and what is in store for NowTV’s future 

An evolving medium 

Television has been around for decades and yet the medium is constantly evolving. From what we watch to how we watch, television has changed rapidly over time. What was once a mainstay in households on electronic TV’s and satellite dishes has become a digitised medium that can be accessed on-demand with any internet enabled device. This evolution into digital streaming has opened up new opportunities for consumer accessibility and the agencies that deliver content.  

In addition to increased accessibility, it has also paved the way for data gathering and analytics with more information available. Now networks can analyse large sets of data that include geographical information, demographics and viewer behaviour.  

Democratising data in television 

There is a large amount of data information available when it comes to television. To the untrained eye, it can be hard to pull out which data is relevant.  Being able to break it down in a way that is meaningful to non-data experts is very important, especially to decision makers.  

A prime example of data democratisation is the creation and production of content. Producers are no longer relying on the traditional methods of feedback like surveys and critic reviews. Instead, they are turning to more sophisticated ways of using data. Not only do they want to get an idea of what viewers like, but they also want to know about how long people watch their show, as well as where they go after finishing it. This information helps them make decisions about what storylines should be shown next or if a certain storyline should be dropped altogether.  

From an executive standpoint, data can be used to make decisions around programming, advertising and improving the user experience in general.  

Creating the correct data infrastructure 

Creating data infrastructure to support a streaming service comprises many different data products. Having the correct infrastructure is important because it allows for building and maintaining relationships with customers, advertisers and other stakeholders in an interactive way.  

The three components of data infrastructures for streaming services are

• databases,
• analytics tools,
• and storage systems. 

Together, these three components allow companies to adjust their business practices based on customer feedback as well as provide insight into how customers interact with products or services offered by the company. When used together they can help inform decision-making processes that lead to more satisfied customers and increased revenue opportunities. 

For television networks and streaming services the data infrastructure needs to be incredibly sophisticated to allow for large amounts of real-time data gathering.  

Working in a fast-paced environment 

Working in the field of television is a constant stream of high-octane action. From live television broadcasts to securing high-rating programs and attracting advertisers, there are always many moving parts. High-pressure environments can often bear down on even the most energetic, extroverted workers over time.   

Staying at the top of your game in a high-pressure environment can seem tough, but having a company culture that offers support and promotes self-awareness is key to a thriving, productive staff.  

Cultivating a company culture often starts with good leadership and implementing things that promote increased wellbeing. It is now common to see large corporations offering mental health days, healthy meals and debriefing sessions where employees are encouraged to take care of themselves and get the right support.  

To summarise 

 The world of television is an incredibly fast-paced environment when it comes to data. Currently, television networks and streaming services are experiencing a sharp increase in data gathering and utilisation. This information can then be used by many different stakeholders such as executives and creatives to make more informed decisions about what their viewers want and the direction of the network.