ABSTRACT
Video measurement and analytics are in a state of flux. This chapter describes how technological innovations usher in new content distribution platforms, which lead to new challenges in measurement approaches, tools, and techniques. In a complex ecosystem in which linear and nonlinear media coexist and audiences are fragmented, audience measurement firms struggle to provide total audience measurement and meaningful metrics and currencies to their clients. Due to the differences of sample-based and census-based approaches, a hybrid solution that is trusted by industry stakeholders has been elusive. Key video measurement tools, syndicated audience data providers, and metrics terminology and currencies—from ratings, shares, and viewership to impressions—are discussed. Case studies task students with longitudinal and comparative analyses of audience behavior, including viewing behavior during a pandemic, news viewership and voters, and international content preferences. This chapter should be read together with Chapter 8, Foundations of Audiovisual Measurement, as that chapter serves as a prologue and covers many of the important concepts common to both the video and audio sectors.
