12 Over-The-Top (OTT) and New Media services heralded a change in how we consume content, bringing entertainment to the comfort of our couches. While at the frontend, they ensure an uninterrupted flow of new content, at the backend, there’s an increasing amount of pressure on these platforms to innovate, experiment and explore every opportunity to stay ahead. “User Analytics” — how users behave and consume content, is something OTT players have increasingly been relying upon, to not only create curated content but also differentiate and establish their overall positioning in the market. But what really is the basis of User Analytics? Segmentation through user attributes, demographics, custom or system-defined events, etc. Recency, Frequency & Engagement (RFE) segmentation, a var

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