How to read the Cohort Analysis
What is 'Cohort Analysis'?
Cohort is a subset of viewers who share the same characters. In your report, the cohort type is ‘acquisition month’, the month when viewers signed up.
Cleeng is aware that viewer churn is a reality that every Broadcaster has to deal with. This is the reason Cohort Analysis is important not only to redeem your viewers but also to improve you revenue. To learn more about Churn IQ, read here.
How to read my Cohort Analysis?
If you are using Cleeng Core, this feature is already part of your entitlement. Note the Cohort Analysis ONLY tracks viewers who signed up in the past 12 months. If you have specific needs in analyzing the viewers who signed up prior to 12 months ago, you can download the ‘Subscriber report’ to build your customized Cohort Analysis or contact your account manager for further analysis.
• Important to know that both FREE and PAID viewers are counted in the cohorts.
Understand Cohort Analysis:
- The Cohort Analysis allows you to isolate and analyze viewer retention behavior, group by group apart from your viewer base as a whole.
- You can monitor and compare retention patterns clearly across the full life-cycle of viewers.
Ways of using Cohort Analysis:
1. How to read it?
2. Meaning of the cells
3. Understand viewer base
Example: Viewers base in May
54% of Viewers signed up in January still active after 4 months
59% of Viewers signed up in February still active after 3 months
63% of Viewers signed up in March still active after 2 months
78% of Viewers signed up in April still active after a month
In May, you have 67 new Viewers signed up
• In May, your viewer base consists of the above cohorts. (only includes cohorts in the past 6 months)
4. Compare Cohorts
Now, the April cohort seems to have a lower retention rate and it’s time to figure out the reason and take action!
- For any further questions, please contact the Cleeng Customer Success Team