Page Contents

    Current Customers

    In this topic, you will learn about Audience Insight data for your current customers.

    Introduction

    Audience insight data integrates your OTT (Over-the-Top) video data sources with subscription video insights to provide actionable insights based on key industry benchmarks.

    From your audience insight scorecard, select the Customers tab to see data for your current customers.

    Customer summary scorecard
    Current customer scorecard

    Expand the time span selector and choose a reporting period for your data.

    Select time span

    Customer Count

    Track your customer count over time. This graph shows the net effect of conversions and cancellations on total subscribers for the current time frame.

    Customer count

    Actions

    You can select any of the following actions to change the data presented:

    • Click Overflow menu to download customer change data as a CSV file or a PNG image.
      Download customer change data
    • Click Open window to filter customer data by:
      • All Customers
      • Plan
      • Channel
      • Device
      • Country

    • Select a date range for your data. Note that the date range should be 5 days or longer.
      Date range
    • Select the x-axis granularity to be Day, Week or Month.
      X-axis granularity
    • Check Auto adjust to automatically change the x-axis dimension.

    Data

    The following data is displayed in the graph:

    • Current Trials - Number of customers on subscription trials
    • New Trials - Number of new trial subscriptions
    • Gained - Number of new customers
    • Net - Number of new customers gained minus number of customers lost
    • Lost - Number of customers who have canceled either a trial subscription or a paid subscription
    • Lost Trials - Number of subscription trials that were canceled

    Milestones

    Create a milestone to track how it effects your customer count.

    Milestones

    Actions

    You can select any of the following actions:

    • Click View to filter data by:
      • Operations
      • Product
      • Business
      • Content
      • Marketing
    • >Click Plus icon to create a new milestone. Fill in the form fields and select ADD when complete.

      Add new milestone

    • Hover over the graph to see data details along with the corresponding milestone.

      Hover over milestone

    Customer Value

    Track your customer count over time. This graph shows the net effect of conversions and cancellations on total subscribers for the last 30 days.

    Customer Value

    Actions

    You can select any of the following actions to change the data presented:

    • Click Overflow menu next to each graph to download the associated data as a CSV file.
    • Hover over any of the graphs to see data associated with a weekly time range.

    Data

    The following data is displayed in the graph:

    • Current Trials - Number of customers on subscription trials
    • New Trials - Number of new trial subscriptions
    • Gained - Number of new customers
    • Net - Number of new customers gained minus number of customers lost
    • Lost - Number of customers who have canceled either a trial subscription or a paid subscription
    • Lost Trials - Number of subscription trials that were canceled

    Net Customer Change

    See how your customer count changes over time. This graph includes projections and trends and milestones.

    Net Customer Change

    Actions

    You can select any of the following actions to change the data presented:

    • Click Overflow menu to download customer change data as a CSV file or a PNG image.
      Download customer change data
    • Select a date range for your data. Note that the date range should be 5 days or longer.
      Date range
    • Select the x-axis granularity to be Day, Week or Month.
      X-axis granularity
    • Check Auto adjust to automatically change the x-axis dimension.

    Data

    The following data is displayed in the graph:

    • Total Customers - Total number of customers
    • Total Customers (projected) - Total projected number of customers
    • Net Change - Number of customers gained minus number of customers lost
    • Net Change - Number of projected net customers

    Trends

    See the four week running average number of customers as well as the future trends for customer count.

    Customer trends

    Data

    The following data is displayed above:

    • Projections (total customer count) - Total projected number of customers for the future
    • Four week running average (net customer change) - Net customer change in customer count

    Milestones

    Create a milestone to track how it effects your customer count.

    Milestones

    Actions

    You can select any of the following actions:

    • Click View to filter data by:
      • Operations
      • Product
      • Business
      • Content
      • Marketing
    • >Click Plus icon to create a new milestone. Fill in the form fields and select ADD when complete.

      Add new milestone

    • Hover over the graph to see the data and associated milestone.

      Hover over milestone

    Customers By Category

    Display the top number of viewers by category. The top 10 are displayed in the graph, with a detailed list to the right of the graph.

    Customer Value

    Actions

    You can select any of the following actions to change the data presented:

    • Click Category button to select the category for the data displayed.

      Select category
    • Hover over Current snapshot to see the following note:
      • This insight is a current snapshot of your business.

    Data

    The following data is displayed in the graph:

    • Customers(#) - The y-axis show the number of customers for each category; each bar in the graph also shows the revenue from those customers
    • Basic (Monthly) - The x-axis shows the types of data for the category chosen; in this case, it is by plan
    • Plan - The subscription plan with the rise or drop in number of customers
      • LTV - Lifetime value (LTV) estimates the amount of revenue a customer represents to a business over the life of the relationship; this is helpful for determining the cost efficiency of acquiring new customers and supporting them over time
      • MAU - Monthly Active Users (MAU); active users are defined as being signed in
    • Channel - The app store from where users viewed your channel
    • Device - The device from which users viewed your content

    Customer Status By Category

    View the number of customers by status relative to referral sources. Status includes trials, new and existing subscribers and churn.

    Customer Status

    Actions

    You can select any of the following actions to change the data presented:

    • Click Source button to select the category for the data displayed.

      Select category

    Data

    The following data is displayed in the chart:

    • Total Trials - Number of subscriptions with a trial during the selected timeframe
    • Lost Trials - Trials that have ended with no conversion within the selected timeframe
    • New - Number of trials that have converted to paid subscription within the selected timeframe
    • Existing - Number of paid subscribers for the selected timeframe
    • Lost - Number of subscribers who canceled or let their subscription expire during the selected timeframe

    Customer Retention By Category

    View customer retention rate and projected survival rate over time.

    Customer Retention

    Actions

    You can select any of the following actions to change the data presented:

    • Click Category button to select the category for the data displayed.

      Select category
    • Hover over Current snapshot to see the following note:
      • This insight is a current snapshot of your business.

    Data

    Hover over any graph to display retention and survival rates in the chart to the right.

    Retention data
    • Retention - Retention Rate uses observed churn for customers who joined the service in the last 13 months; this ensures that the retention rate is based on your service as it exists recently and is long enough to capture annual renewals and churn
    • Survival - Survival Curve is derived from the Retention Rate and projects the retention for tenures up to 1000 days (143 weeks) for use in projecting subscription lifetime value; outsized differences in the Survival and Retention lines indicate irregularities or notable events in customer churn

    Customers By Subscription Length

    View the number of customers by subscription length, and the ratio of monthly active users by subscription length.

    Customer By Subscription Length

    Actions

    The following actions are available:

    • Click Download button to download this chart as a PNG image or PDF.

    Data

    Hover over the graph to display data.

    Subscription length data
    • Customers - Number of customers by subscription length in weeks
    • MAU - Ratio of Monthly Active Users (MAU) by subscription length in weeks

    Page last updated on 02 May 2022