I am pleased to announce that Strategy Analytics is partnering with Piksel, the global provider of video monetization software and solutions, to offer its Consumer Insightscapabilities as part of Piksel’s Strategic Services offering.

Strategy Analytics will be using Discrete Choice Modelling (DCM) methodologies to assess consumer demand for online video services, based on a number of key purchase considerations. Our DCM research simulates a shopping situation, surveying consumers’ interest in a series of “what-if” scenarios based on factors such as video content type, payment plan options, subscription price, and acceptance of advertising. Piksel and Strategy Analytics have launched our first DCM research and we will be sharing some of the study highlights at the 2015 NAB Show, Las Vegas, April 11 – 16.

The partnership arose out of a meeting I had with Piksel’s executive team before IBC last year. Unusually for an analyst briefing I was shown a complex spreadsheet modelling the OTT video business and consumer choice assumptions. Understanding the choices made by the digital consumer is at the heart of Strategy Analytics’ business so it seemed like a natural fit. Our two companies have worked over the last few months to formalise the partnership and execute the first of our DCM studies.

We are all excited to see the results of this research, which will give us unique insights into the trade-offs which consumers make when they choose to use or buy, or not to use or not to buy, a particular OTT video service. We will be sharing more details in the coming weeks.

David Mercer