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According to Statista, 66% of Americans aged between 18 and 44 use streaming services several times a day. Considering the heavy competition between these services, startups intent on disrupting the current market or carving a new niche will need to scale to survive. But when you’re dealing with platforms and mobile apps, how do you measure growth?
Checking the total number of downloads or looking at active subscribers might not tell the whole story. Growth can often be measured better through other metrics. After all, anybody can download an app—that doesn’t mean they use it. In the case of streaming services, session frequency tends to be a more accurate assessment of user engagement and satisfaction.
Every time a user opens a mobile app to watch a video or listen to audio content is an opportunity to learn about their streaming habits and preferences. Determining session frequency means measuring how many times—and for how long—they remain actively engaged. A session begins when the user opens the app and ends a set period of time after their last interaction.
Analyzing sessions requires tracking two important data sets: session metadata and usage data. The former covers the actual session length while the latter measures certain in-app events. Together, these metrics give marketers an idea of how users interact with the app. Furthermore, they gather insights and identify areas where the interface or content has room for improvement.
By establishing which events appeal more to users, developers get the inside track on how to improve the customer experience. For instance, after a comparative analysis of individual data, developers can determine which features are less popular and should be removed or replaced. Meanwhile, companies can focus their marketing efforts on events or features consistently receiving high usage and engagement scores.
Data gathered from session frequency can benefit both developers and marketers. Specifically, developers can look at the streaming session lengths to work out how much time users spend on an app. This allows them to fine-tune the app and its features to maximize customer engagement—and ultimately retention.
On the other hand, marketers will examine data showing the average number of sessions per user over a fixed time period. This helps them plan for and execute measures to sustain interest and boost session frequency. In short, providing an answer to the question of which events can actually convince customers to increase app usage.
Using rich data analytics and algorithms, marketers are able to pinpoint areas for improvement and develop strategies to boost streaming session frequency.
By learning about a customer’s streaming history and usage data, companies can identify patterns and develop tailored and personalized content. The next time that user logs in to their account, the app displays specific material that caters to their taste—from podcasts and webcasts to movies, TV shows, and music videos. It’s a tactic that encourages more frequent use of the app, as well as extending the length of sessions.
For example, sports enthusiasts might enjoy watching sports-themed shows and podcasts. According to the current data, users are quite particular about the sports they enjoy streaming. As such, you’re better off listing sports shows that feature these niche interests instead of simply referring them to your entire collection!
People tend to follow a set schedule during weekdays and use a different one on weekends. Analyzing these streaming patterns can help determine when to send customers personalized reminders to engage with content.
Do they open the app after a day’s work, catch an episode of their favorite series, and go to sleep? Alternatively, do they binge content on their days off and stream multiple episodes of a webcast or TV show? Either way, setting carefully curated notifications and reminders that align with these routines can help sustain their individual streaming habits.
You’ll find valuable information in usage and session data to help you stay a few steps ahead of what your customers need. Try piquing their interest by offering new and personalized content that appeals to their preferences. Timely notifications and suggestions also ensure that they’re aware of fresh content as soon as it arrives.
These simple gestures let users know you’re customizing content offerings based on their interactions with the app. When you’re delivering this level of personalized service, how can they afford to give you up or reduce their session frequency? Based on insights gathered from viewing patterns, you can also make timely suggestions for new, off-the-cuff content that might draw their attention.
Are you looking for ways to increase session length and frequency for your mobile app? Do you need methods to improve the user experience and keep them coming back for more? Our Streaming Media App Engagement Benchmark Report provides valuable information about how to engage and retain customers—and what makes them fall in love with particular streaming apps. Download it for free!
