GlobalLogic Cafe: Consumer Analytics — Metrics for Success on OTT Platforms

The global OTT market size was valued at $121.61 billion in 2019, and is projected to reach $1,039.03 billion by 2027, growing at a CAGR of 29.4% from 2020 to 2027 according to allied market research. To succeed, today’s OTT providers need to acquire a deeper understanding of the consumer habits & choices, monitor user behavior across platforms, continuously measure metrics that matter for a better subscriber retention and minimizing churn rate.

Understanding of segments of users who may be willing to pay a premium to avoid ads or consumers willing to watch ads to get free content can help drive strategies for OTT monetization. To achieve these outcomes, OTT providers should consider implementing consumer analytics solutions in a way that will enable them to understand the full view of customer attitudes towards content, In-app ads and response to marketing.


Ashish Kalvakota | AVP Engineering, GlobalLogic
Ashish is a seasoned product leader with end-to-end digital transformation product and platform experience. He is accountable for building products, platforms and services aimed at solving key customer pain points. Passionate about building Product Engineering Centers of excellence, he focuses on scale, innovation, cost efficiency and delivery acceleration. Ashish has worked across the media and entertainment (M&E) industry landscape building products for media, gaming, embedded platforms, infotainment, and edutainment segments.

Aftab Sheikh | Director of Engineering, GlobalLogic
Aftab is a media veteran and carries over a decade experience in the M&E space. Previously, he worked with media giants like Walt Disney, UTV, and Sony Pictures. With more than 20 years of experience with consumer facing digital products and technology, Aftab has a passion for developing innovative solutions that combine cutting-edge technology with a deep understanding of consumer & business needs. Aftab has led many product and marketing technology and platform investment decisions, coordinating the full product-development lifecycle from ideation, strategic planning, requirements analysis, QA testing, and all the way to product launches. He has been a part of many successful digital product launches in the past, including the DisneyLife OTT app in the Philippines, Bindass & UTV Movies OTT, the World Cup T20 cricket games app, Sony's Indian Idol, and SonyLIV OTT, to name just a few.

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