Big Data transformation and analysis will unlock the future of TV
Executive interviews with 14 broadcasters and operators outline the state of the audience data market, with clear direction for the future of data in an internet-enabled TV world.
The role of Big Data in the TV world is causing ripple effects around the industry. Companies are offering more subscription-based and registration services and collecting vast amounts of data about audiences and users. However most of the potential is still going unused.
These are some of the key findings in GfK's new report, ‘Big Questions, Big Answers: Will harnessing smart data for audience analytics save the broadcast industry?’ that explores the benefits of Big Data for broadcast and the future it has for the TV industry. Key decision makers and executives from 14 media groups were interviewed, from companies that serve over 70 million subscribers and deliver content that reaches nearly a billion people every day.
“The potential offered by Big Data is immense. Currently, everybody is engaged in data experimentation and there is a lot to fight for,” said Niko Waesche, Global Lead of the Media and Entertainment Industry at GfK. “There are some key questions and challenges around the use of Big Data, especially within a rapidly evolving TV consumption model. Our latest paper looks at how Big Data is being used in the real world specifically in our industry, and where Big Data will be headed in years to come.”
Download the full report - ‘Big Questions, Big Answers: Will harnessing smart data for audience analytics save the broadcast industry?’ and read the full press release here.