State of Video Product Analytics 2023 – Global B2B Survey

The success of video products largely depends on a business’s ability to make decisions rooted in fact and driven by audience interests and behavior. Product analytics solutions have evolved to help them do just that. But the video streaming industry presents a unique set of measurement needs and challenges. Are current tools and processes covering them?

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Streaming Industry report


Trends, challenges, and tools for measuring video product success

We surveyed 250 online video business owners from North America, LATAM, Europe, ME, and APAC, all director-level and higher, to uncover: 

  • Tools used for measuring the performance and success of video products
  • Satisfaction with third-party tools and main reasons for dissatisfaction
  • Tracking priorities for measuring product performance, by department
  • Major blockers to making more effective use of video product-related data


92% of respondents are not fully satisfied with their third-party product analytics tool. Dissatisfaction mainly stems from insufficient end-device and video-specific tracking

NPAW is the leading video intelligence company helping online streaming services grow. A global leader in its space, NPAW has a decade of experience developing groundbreaking and scalable analytics solutions to optimize performance and user engagement to build media experiences that maximize revenue. NPAW serves more than 190 video services and processes over 124 billion plays per year worldwide.


The NPAW Suite provides OTTs, broadcasters, operators, and media groups with holistic and advanced visibility of platform performance, audience behavior, advertising, and content efficiency in real time to support informed, data-driven decisions.

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