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The Art of Analytics: Roku Audience Overview


By Kate Alany, PBS Digital Analytics

Over the past few weeks, the Analytics team embarked on a virtual roadshow, presenting data about our Roku audience.

It was great to provide a full analysis of all the data we have available, and we want to ensure everyone in the system can access to this information.

With the launch of PBS apps on multiple OTT devices, we realize that getting insights into these audiences is incredibly important. We plan to share information about our other OTT audiences in the future when more data becomes available.

In the meantime, here are some of the highlights from the Roku Audience Overview:

Roku has provided incremental audience. Neither desktop nor mobile streams have decreased as a result of the addition of Roku.

Roku reaches a unique audience. Roku users are demographically and behaviorally different from users of other PBS platforms.

Roku usage peaks on weekend, while desktop and broadcast soften on weekends.

Roku streams are very fragmented (i.e. no one program is getting overwhelmingly more streams than another), meaning Roku isn't impacting opportunity of broadcast or desktop/mobile.

This is a loyal audience. A vast majority of users are returning users (vs. new users) and more than three-quarters access the PBS channel on Roku weekly or more often.

Six in 10 PBS Roku users say they are likely to watch PBS on live TV in the future.

Roku has reached over a half a million valid email registrants since launch, and that number continues to grow month-over-month. Stations now have access to these emails through Prosper.

For more information, or if you have questions, feel free to reach out to your SPI representative. They can help you with information about obtaining emails through Prosper, provide a full version of the presentation, and/or help arrange a time for us review the report with you!

Wishing you and your families a very Happy Thanksgiving, from the PBS Analytics team!