Ukraine’s Kyivstar TV and Big Data UA have joined forces to improve TV viewing analytics in the OTT segment.
Commenting on the development, Pavlo Rybak, head of Kyivstar TV, said: “The rapid growth of the OTT market and the increase in the number of users of such services makes it possible to use the obtained data for a detailed study of audience behaviour. We are pleased to join this initiative, so that thanks to the analysis of watching TV channels through Kyivstar TV, Big Data data will become even more accurate and market players will receive additional analysis of the popularity of TV channels and their products”.
Users of online TV services in Ukraine are mainly socially active and modern audiences, which according to past research by Big Data UA includes couples under 45 with young children, both working, with higher education, and living in regional centres or suburbs around cities. Conclusions on TV trends are mostly based on the behavior of this part of the population and are key to continuous improvement of the offer and study of customer needs.
Serhiy Boyko, founder and head of Big Data UA, added: “Increasing the research audience through cooperation with Kyivstar TV, on the one hand, provides a clearer picture of the audience mood of all OTT users in Ukraine, adds territories that were previously almost unrepresented. Thus, Kyivstar TV users are located in a larger number of settlements throughout Ukraine.
“Since metrology of big data research is not a sample measurement, and all data without exception are collected for analysis, it is possible for even small local broadcasters to see the smallest possible number of viewers. I am very happy to start cooperation with Kyivstar TV and I am sure that it will benefit the development of the entire OTT segment in Ukraine”.
