GFK analyzes how big data will transform the future of broadcast

The consulting firm analyzes the impact of big data through interviews with fourteen broadcasters and operators.

The role of Big Data in the world of television is causing a domino effect throughout the sector. Companies are offering more services based on subscription and registration and collecting large amounts of data on audiences and users. However, most of the potential is still barely used.

These are some of the main conclusions of a new study by the consulting firm GfK in which it explores the benefits of big data for its dissemination and outlines the future it has for the television industry. Key decision makers and executives from 14 media groups have been interviewed by the consultancy to discuss the future.

Niko Waesche, head of the Media and Entertainment area at GfK, assures that "the potential that Big Data offers is immense. There are some key questions and challenges around the use of large volumes of data, especially within a rapidly evolving television consumption model. Our latest study analyzes how Big Data is being used in the real world specifically in our industry, and where big data will be protagonists in the coming years."

La elaboración de las conclusiones ha partido de la opinión de líderes en empresas como Astro, Channel 4, Digicel, Genius Digital, GfK, Liberty Global International (LBI), Magine TV, maxdome, Orange France, OSN, Sky IQ, UFA, Verizon y Viacom.

Entre las conclusiones destaca que el tipo de datos que necesitamos hoy está cambiando. Una diversa y cada vez más exigente audiencia televisiva ha obligado a los operadores a alejarse de los datos basados en activos a análisis más potentes de comportamiento para entender y responder mejor a las necesidades de proveedores de contenido y anunciantes.

Using big data unlocks new insights by capturing the who, what and when of the viewer, and places it in context alongside more traditional data assets such as subscriber count or operator ARPU.

On the other hand, transforming and interpreting Big Data adds value to large amounts of data based on behavior and assets only become value through intelligent transformation and interpretation, allowing for a better understanding of the audience and new trends.