OTT audience measurement platform launched in India

An audience measurement platform for India’s content creators, platforms, brand owners and media planners has been launched by data insight firm Kantar in partnership with VTION. 

Described by the two companies as India’s first real-time audience measurement solution, it uses Kantar’s media measurement and consumer insights know-how with VTION’s proprietary audience measurement technology and data management framework. The aim is to provide an understanding of audience behaviour across video platforms, audio streaming and podcasting as well as FM radio platforms.

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Kantar Insights Division managing director Hemant Mehta said: “With consumers moving seamlessly across screens, it is imperative that their behaviour across different media platforms is tracked comprehensively.

“The explosion in smartphone ownership, availability of affordable data plans and launch of multiple OTT based media options, have resulted in consumers increasingly spending time on their phones and seek their entertainment solutions.

“OTT platforms have broken the shackles of linear broadcasting and are changing consumers’ entertainment and media consumption habits. With the launch of our OTT Audience Measurement solution, we hope to provide rich insights into audience profiles, their content and platform preferences as well as give guidelines for communication planning and activation.”

Manoj Dawane, chief executive and founder of Haryana, India-based audience measurement and analytics company, added: “Today, more than half of the world’s population has the power of smartphones. This is profoundly changing the way in which consumers are satisfying their entertainment needs by using their devices to discover and consume content of their choice as per their convenience.

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“At VTION, we, are utilising this power to study their entertainment consumption habits. Our mission is to bring to the market a real-time audience measurement powered by latest technology. Our partnership with Kantar and our proprietary data management framework, which utilizes advanced Machine Learning algorithms, will significantly enhance consumer understanding and add a new layer of intelligence for the industry.”