Nielsen’s Gracenote unit has introduced a new analytics offering that aims to provide insights into the performance of mobile video streaming apps and its impact on subscriber engagement and retention.

The Mobile Video Analytics product is geared toward wireless operators, MVPDs, video streaming services and device makers, according to the company.

Gracenote’s new offering focuses on three main performance areas.

• Experience – insights on performance quality including video resolution, start-up times and buffering.
• Engagement – metrics about where, when, and how long viewers are watching, as well as stickiness, and network access and speed.
• Attitudes – why users opt to subscribe or leave a certain streaming service, including feedback on pricing and plans to switch services.

Gracenote said the product can help customers in areas like product development, marketing, and pricing. If a service has low engagement, for example, the platform can utilize passive video tests and survey responses to follow user behavior and identify the reason users disengage or switch to a different service. Wireless providers can also gain information about network congestion and areas where they may need added capacity to enhance the user experience.

“In a hotly-contested marketplace for subscribers, it is critical to understand the factors that drive engagement and retention,” said Mike Greenawald, SVP of connectivity for Gracenote, in a statement. “Gracenote Mobile Video Analytics identifies the key video performance factors that enable our customers to gain a competitive edge and make more informed business decisions.”