Case study

Cannibalization Impact Measurement for a US-Based Global Media Company

Cannibalization impact

Client

A global media conglomerate.

 

Business Objective

The client’s marketing team wanted to measure the cannibalization impact caused by the launch of licensed shows on over-the-top (OTT) platforms and determine opportunities within OTT for content federation.

Benefits & Outcomes of Our Engagement

  • This solution helped the marketing team identify potential opportunity in driving OTT content by focusing on relevant platforms and shows/genres, thereby enabling content monetization across networks.
  • Predicting the short-term and long-term impact on television channels viewership also helped in media budget planning, while federating more content on television and OTT platforms.

SGA Approach

Step 1: Data Aggregation and Exploratory Analysis
  • Deployed data pipelines using python and pySpark scripts to integrate Linear television data with streaming OTT data at a show level, genre, and network level.
  • Identified platforms that demonstrated significant increase/decrease in viewership via detailed trend analysis.
Step 2: Content Valuation & Cannibalization Effect Model
  • Built a predictive model to determine the likely value of a particular show and predict the streaming hours.
  • Converted hours into potential revenue through OTT platform.
  • Defined pre & post OTT -launch time periods for relevant shows.
  • Used hypothesis testing (Analysis of Co-Variance (ANCOVA)) to check significance of difference in impressions and revenue on linear television preOTT launch versus post- OTT launch; used this difference to derive the net cannibalization effect at a show level.

We bring comprehensive data driven insights to everyone, everywhere

In depth-analysis with simple solutions