Understanding on-demand audiences

When Channel 4 introduced registration to their on demand service All 4, they saw an opportunity to evolve their approach to segmenting and targeting audiences leveraging tools such as the TV Player report to better understand online consumer behaviour.

With over 15 million registered to the service, Channel 4 mined the wealth of data on its on demand audiences to produce a new ‘smart curation’ method for teasing new content to audiences based on their taste.

In this video, Sarah Rose, Director of Consumer Insight at Channel 4, gives an insight into how the broadcaster is innovating to provide a greater level of personalisation and relevance to its audiences, ultimately helping drive commercial viability of the business.



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