Metadata Powering Improved Content Discovery

“Let’s find something to watch tonight” is a common phrase in many households. However, the ability to find just the right program can be challenging. Conviva’s 2021 report on content discovery found that 38% of streaming service consumers said that they find new shows by chance.  Finding and discovering content is the challenge consumers face every time they turn on the TV or access a streaming service.

Effective use of metadata streamlines user choice and improves content findability. 60% of consumers say that images used in the on-screen guide influence their content selection. High quality metadata is the secret sauce when it comes to helping subscribers find the content they want. Whatever service consumers choose for viewing their video programmes, content libraries are represented by metadata, tags and synopses describing the show, including data related to lead actors, release dates, genre and length. Sometimes this includes images and links to further where to watch deep links. 

Consumers often abandon video services due to the perceived lack of value and inability to find content. While most TV and video service providers have deep content libraries, viewers only consume a fraction of these catalogues. Enriched metadata, including deep links, is a key enabler of content discovery and recommendation platforms. Studies have found that providers without personalised content discovery platforms experience 3X more churn than those who do use such platforms. 

Metadata serves a dual purpose within video delivery platforms. Metadata powers the recommendations that suggest content of interest to subscribers based on their viewing patterns, while also facilitating search results based on user queries. The value of the metadata is measured by the relevance of the recommendations or search results. As video services focus on subscriber engagement and retention, the depth and breadth of metadata tags applied increase in importance. 

Yet, even with the importance of metadata increasing exponentially, broadcasters and streaming providers are faced with limitations of where and how they can acquire the metadata that underlies their programme guides and user interfaces. While there are many metadata providers, no one source can provide the full set of metadata desired.

MetaBroadcast is uniquely focused on providing multiple types of metadata, aggregated from more than one source. We recognise the need for data files that include images, deep links and other complementary data. Atlas, our SaaS active data platform, is designed to continuously ingest, harmonise, cleanse and enrich aggregated metadata files. 

We can elevate the value of your metadata by making your content more easily discovered and enjoyed.  

Learn more about how Atlas processes metadata to improve content discovery or contact us at: hello@metabroadcast.com