What’s the key demo? Are we getting the 18-39 audience? Are women less interested in this program than men?
These are the types of questions media companies have always asked as they try to understand the audiences that consume their content. The act of breaking viewers into smaller groups based on categories like age, gender, and location is known as segmentation. But in the modern era of streaming, the is the opportunity for segmentation based on their actual behavior.
In a recent webinar, ARF Audience X Science 2022: Why Behavioral Segmentation is Crucial for Streaming Platforms, Conviva Chief Marketing Officer James Lamberti discusses how streaming lets media companies segment their audiences based on behaviors like when they watch, what they watch or how much they watch. The webinar explores how behavioral segmentation translates into gaining and retaining more subscribers, and why streaming presents opportunities to understand audiences like never before.
