Startup TV Time is aperture the bathrobe to its database with billions of fan reactions to television shows — to let TV networks, digital-video casework and others booty a added dive into the fizz about specific programs, characters, and episodes.
The company’s new TVLytics belvedere provides a window into reactions to 60,000 shows, including on acceptable TV and on cable VOD casework like Netflix, Amazon, Hulu and YouTube. The abstracts is pulled from TV Time’s user base, which averages 750,000-1 actor alive users on a circadian basis. The chargeless app lets users clue TV shows, get recommendations and vote in altered categories for anniversary program.
The point of TVLytics isn’t to barometer absolute admirers for a TV show, a la Nielsen ratings. Rather, TV Time’s TVLytics is advised to accommodate a apprehend on what admirers of a accurate appearance are abnormally amorous about (or, by the aforementioned token, what they hate) and criterion that adjoin added content.
“We had this app that had absorbing trend insights, and ultimately audience capital a belvedere to attending at their shows adjoin every added appearance — bottomward to the adventure akin — and they capital it in absolute time,” said Jeremy Reed, TV Time’s arch of programming. The aggregation has awash custom letters before, but now it’s affairs self-serve admission to the abounding TV Time database.
What’s important to note: The abstracts aggregated by TV Time is self-reported — it’s not a acquiescent altitude account that advance absolute behavior. In addition, the app’s user abject skews young, primarily absolute bodies 18-34. Another point: Only 10%-12% of its alive users are in the U.S. The aggregation is advocacy its focus on accretion ability into the U.S., according to Reed.
TV Time competes adjoin added players that clue amusing acknowledgment to TV shows and examination on OTT platforms, including Nielsen and specialty firms like 7Park Abstracts and Canvs. TV Time’s advisers say the company’s admission is altered because its app collects first-party abstracts (i.e., it’s not alternative reactions from Facebook or Twitter) from awful affianced television admirers in absolute time. And compared to rivals, TV Time provides added aerial analysis, assuming viewers’ affecting acknowledgment to a series, episode, character, or specific moments in an episode.
For example, TV Time’s abstracts shows that admirers of Netflix’s “GLOW” are best acceptable to additionally be absorbed in “Fleabag” (BBC/Amazon), “Barry” (HBO) and “Crazyhead” (E4/Netflix).
“It’s a quantitative way to get at qualitative data,” said Carol Hanley, TV Time’s arch acquirement officer. She aing the aggregation aftermost fall, afterwards confined as CRO of Deluxe Entertainment Casework Group.
To date, TV Time has logged added than 10 billion abstracts credibility from users about alone episodes, and it claims users analysis into the app added than 43 actor times per month. According to Hanley, to abstracts can advice business users assay arising trends, assay competitors, and acquisition new audiences, as able-bodied as to advice acquaint casting, licensing and business decisions about shows.
Hanley wouldn’t acknowledge accepted barter of TV Time, but she said audience accommodate TV networks, over-the-top and aptitude agencies. Nor would she acknowledge appraisement but said the account is accessible as a armpit authorization for a collapsed anniversary fee.
According to Hanley, one of TV Time’s arrangement audience afresh acclimated the TVLytics apparatus as allotment of negotiating announcement deals. Ad buyers were undervaluing one of the network’s primetime shows compared with a aggressive affairs that had a hardly college Nielsen rating. Using TVLytics, the arrangement begin that its own lower-rated appearance absolutely had college assurance and added absolute affect than the competitor, and acclimated that to admission college ad rates.
Meanwhile, how adequate are TV Time’s users with the actuality that the aggregation is affairs their abstracts (albeit anonymized) to third parties? Hanley said the aggregation is absolutely cellophane with users about its business model. In fact, afterwards it afresh adapted the app to accede with Europe’s General Abstracts Protection Regulation (GDPR), the added disclosures about TV Time’s data-sharing practices angry out to absolutely advance engagement. “We apprehension we’d get blowback but it’s absolutely been positive,” Hanley said. Users “have the faculty they are affecting the conception of TV shows.”
TVLytics provides altered categories of metrics including advancement (which accessories admirers are watching the show, including phones, tablets, computers or televisions, and how does that alter by content, brand or country); admired characters; apprehension about new/returning shows; affection (which aggressive or agnate shows admirers of a alternation are additionally watching); bingeing (how bound are shows actuality watched over a time period); amusing assurance (which shows admirers allotment or column about best in their amusing feeds); and affecting acknowledgment (how admirers acknowledge to specific episodes or altered kinds of programming).
The company’s accepted business archetypal is a axis from the aboriginal plan. It was founded in 2014 as Whipclip, whose app was advised as a amusing arrangement for TV admirers to allotment short, accountant clips of their admired shows. That didn’t assignment because the startup had adversity accepting rights to clips; aftermost year it afflicted its name to TV Time and migrated Whipclip users to the new app. The amusing appearance of the accepted app are based on tech developed by TVShow Time, a baby Paris-based startup the aggregation acquired in December 2016.
TV Time’s advertisement abstracts abundantly comes from open-source provider TheTVDB.com, supplemented with abstracts from ColorTV-owned Guidebox, a provider of TV chase and analysis metadata.
TV Time has about 35 employees, best based at its Santa Monica, Calif., headquarters, with a three-person aggregation in Paris who came from TVShow Time. the aggregation has aloft $60 actor to date from investors accommodate WME, Eminence Capital, IVP, Raine Ventures, Greycroft, and industry advisers including Ari Emanuel, Peter Guber, Steve Bornstein, Scooter Braun, Gordon Crawford and Ron Zuckerman. The aggregation is led by co-founder and CEO Richard Rosenblatt, above arch exec of Demand Media and administrator of Myspace.
The TV Time app is accessible chargeless to download from Apple’s App Store and Google Play Store. The app offers subscriptions for $1.99 account (or $11.99 yearly), which provides admission to appropriate appearance like custom posters, fan art and admission to added stats.
Here’s a screenshot of TVlytics’ appearance view, announcement after-effects for Netflix’s “GLOW”:
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