Jio Cinema Introduces New IPL Metric: Concurrent Cumulative Views Pitch
Industry experts remain uncertain if the shift will affect advertising, lacking a unanimous conclusion on the potential impact
Sumit Rawat
JioCinema, the official streaming partner of the ongoing India-Australia T20I series, has made a significant shift in its display metrics from concurrent to cumulative views.
In a noteworthy alteration, the platform, which previously showcased concurrent viewership numbers, now provides cumulative views. For instance, during the November 23 match, the cumulative views reached a staggering 21.3 crore, escalating to over 22 crore by the November 26 game.
The conventional display of concurrent views focused on the maximum number of simultaneous viewers, while cumulative views encompass the total count of views garnered over time.
The motive behind this switch and its potential impact on advertisers have raised queries and curiosity among industry pundits.
Industry Insights
According to industry insiders, JioCinema's move may aim to offer viewers and advertisers a more dependable measure of viewer engagement, potentially positioning itself ahead in the competition.
A senior industry figure revealed that projecting total views could be an effort to showcase significant traffic, particularly when a game lacks substantial viewership.
However, some industry leaders express that the cumulative metric isn't novel and is employed by other streaming platforms, emphasizing its role in providing a reliable measure of audience engagement.
Impact on Advertising
Opinions on the potential impact of this shift on advertising diverge. Some assert that brands already factor in cumulative views, aligning with impressions, while others believe that concurrent viewership is a more precise metric for advertisers.
Preetham Venkky, Chief Digital Officer at DDB Mudra, contends that while it may cause confusion among viewers, the alteration might not significantly affect advertisers, given that they primarily pay for impressions.
Similarly, another industry expert notes that concurrent viewership provides advertisers with a clearer understanding of ad reach compared to total views.
However, amidst these perspectives, a senior executive suggests that this metric shift might not substantially impact advertising strategies, as advertisers consider various parameters beyond just viewership metrics.
The Future Outlook
Amidst the ongoing debate, industry insiders suggest that the true impact of this shift on advertising remains uncertain and will only become evident over time. The transition's implications will likely unfold as it gains traction in the streaming landscape.
