As the amount of content available on OTT (over-the-top) platforms continues to grow, so does the need for these platforms to find new and innovative ways to stay on top of their content deployment.
One of the ways is through the use of social listening. Social listening is monitoring social media for mentions of a brand or keyword.
This can be done manually, but many tools make it easier to track social media conversations in real time. For OTT platforms, social listening can be an invaluable way to track which pieces of content resonate with users and which aren’t.
This makes them make more informed decisions about future content deployments.
What is Social Listening?
In short, it monitors social media channels for mentions of your brand, competitors, or industry. This can be done manually or with the help of a social media monitoring tool. Once these mentions have been collected, they can be analyzed to glean valuable insights about your customers, your competition, and your industry.
Social listening is compelling because it lets you see what people are saying about you in real time. This means you can quickly and easily identify potential problems and address them before they cause any long-term damage to your reputation.
Social listening can also be used to identify marketing and business development opportunities. For example, let’s say you are an OTT platform that deploys content for small businesses.
If you are using social listening, you can see when small businesses are struggling with content deployment. This allows you to reach out and offer your services.
Not only does this help you acquire new customers, but it also helps build goodwill within your industry. In a nutshell, social listening is monitoring social media for mentions of your brand, product, or service.
This can be done manually using tools like Google Alerts or more sophisticated software that includes sentiment analysis and brand monitoring. Social listening has several benefits, including quickly identifying and responding to negative sentiment, tracking competitor activity, and generating leads.
How Social Listening Works
Social media monitoring tools track all mentions of a chosen brand or keyword across various social media channels. Once mentioned, these posts are then categorized and analyzed according to several criteria.
This data can give OTT providers insights into how users receive their content, what topics are being talked about the most, and which channels generate the most engagement.
With this information, OTT providers can make more informed decisions about future content deployments. In addition to helping OTT providers keep track of their content, social listening can also be used to identify any negative sentiment towards a particular piece of content.
This can be useful for addressing any issues quickly and preventing them from snowballing into more significant problems. Social listening involves monitoring social media to track brand mentions or keywords related to your industry.
These tools will collect data from various online sources, including social media platforms, forums, blogs, and news websites. This data is then analyzed to identify trends and patterns.
For example, let’s say you are an OTT provider that offers a subscription service that allows users to watch movies and TV shows.
You might use social listening to track mentions of “OTT,” “subscription service,” and “movie streaming.” This would allow you to see what people are saying about your service and identify areas where there is room for improvement.
It would also give you an idea of which movies and TV shows are most popular with your audience so that you can ensure that these titles are always available on your platform. Social listening can also be used to track competitor activity.
For example, if you notice that a competitor is getting a lot of buzz for a particular movie or TV show, you can quickly add that title to your platform to keep up with demand.
How can OTT Platforms use Social Listening?
OTT platforms can use social listening in several ways, but perhaps the most important is content deployment. By monitoring social media for mentions of their content, OTT platforms can get an idea of what’s resonating with viewers and adjust their content deployment strategy accordingly.
This is particularly important given the challenges that come with deploying content online. With so much content available at any given time, making sure your target audience sees your content can be challenging. But by using social listening, you can adjust your strategy on the fly and ensure your content is visited by the people who matter most.
Benefits of using Social Listening
Several benefits come with using social listening for OTT providers. The obvious benefit is that it allows OTT providers to keep track of their content in real-time and respond quickly to any issues that may arise.
Another benefit is that it provides valuable insights into how users interact with and react to different pieces of content. This data can then be used to inform future content strategy decisions.
Social listening can help build user relationships by encouraging two-way communication between OTT providers and their audience.
How OTT platforms use Social Listening to stay on top of their Content Deployment
OTT platforms use social listening to stay on top of their content deployment. Social listening monitors media channels for mentions of brands, products, or services. It can do this by searching for words of your brand on social media or using sophisticated social listening tools.
Through social listening, OTT platforms can track how their content is being received by users and make changes accordingly. For example, if an OTT platform sees that users like a particular type of content, they may deploy more of that content in the future.
Or, if an OTT platform sees that users are not reacting well to a specific type of content, they may choose to remove it from their platform altogether.
In addition to tracking user reactions, OTT platforms use social listening to stay on top of industry trends. By monitoring what people say about the industry on social media, OTT platforms can quickly adapt their offerings to meet changing user needs and remain competitive in the market.
Social listening is monitoring social media channels for mentions of brands, products, competitors’ products, or industry keywords. Using social listening, OTT platforms can stay on top of viewer sentiment in real-time and adjust their content strategy accordingly.
Netflix
It is one of the most popular OTT platforms in the world, with over 137 million subscribers as of Q4 2018.
The company has been using social listening for years to track mentions of its brand and understand how people feel about its content.
Netflix has even been known to cancel shows based on social media sentiment. For example, after Season 1 of its original series “The Get Down” received negative reviews on social media, Netflix decided not to renew the show for a second season.
More recently, Netflix used social listening to track the success of its original film “To All the Boys I’ve Loved Before.”
After seeing that the film was well-received on social media, Netflix quickly ordered a sequel. The film’s star, Lana Condor, even credited social media for helping make the sequel happen, saying, “Without [social media], I don’t know if we would be doing a sequel.”
HBO
HBO is another major player in the world of OTT platforms. The premium cable network launched its standalone streaming service—HBO Now—in 2015 and has since seen success with its other OTT offerings like HBO Go and HBO Max.
HBO uses social listening to track how people react to its content and identify new trends in the TV industry. For example, after noticing people talking about “binge-watching” TV shows on social media, HBO began releasing entire seasons of its original series at once so that viewers could watch them all in one sitting.
Disney+
Disney+ is a relative newcomer to the world of OTT platforms, but it has already made waves with its massive catalog of content from some of the most popular brands in entertainment, including Marvel Studios, Pixar Animation Studios, and Star Wars.
Disney+ uses social listening to track how people react to its content and identify new opportunities for content acquisition and deployment.
For example, after noticing that people were talking about wanting more adult-oriented content on Disney+, the company announced that it would be creating a standalone streaming service called Hulu—which it already owned a majority stake in—that would focus on mature programming.
This move was widely seen as a direct response to competitor Netflix’s success with shows like “13 Reasons Why” and “Stranger Things.”
Conclusion
Overall, social listening is a valuable tool that OTT providers can use to stay on top of their content deployment. Using social listening, OTT providers can keep track of their content in real-time, gather insights into user behavior, and build relationships with their audience.
In today’s overcrowded online video landscape, finding new ways to stand out from the crowd is more important than ever. That’s why social listening is such an essential tool for OTT platforms.
By staying on top of Mentions about their content, OTT platforms can quickly adjust their content deployment strategy to ensure their target audience sees the content they want.
In today’s online video world, that’s how you stay ahead of the competition. Social listening has become an essential part of content deployment for OTT platforms.
By monitoring and analyzing social media conversations, these platforms can better understand what content is resonating with their viewers and make necessary adjustments. The benefits of social listening for OTT platforms are evident in the success of many top players in the industry.
Contact us today if you’re looking to deploy an OTT platform or are interested in how social listening can benefit your business.
Our team has experience in helping businesses like yours leverage the latest technology to stay ahead of the curve.
