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Comscore Forays into the Gaming and Esports Arena

20 Mar Comscore Forays into the Gaming and Esports Arena

Comscore (NASDAQ: SCOR), an information and analytics Company, announced a partnership with Twitch, a subsidiary of Amazon (NASDAQ: AMZN) and one of the world’s leading livestreaming platform, for providing key insights into digital consumption behavior across Twitch’s livestreaming platform, including gaming and esports insights. The deal will see Comscore provide detailed analysis of key metrics such as minutes spent and content minutes per ad minute, providing valuable insights to advertisers and sponsors.

The partnership will allow Comscore to access third-party data and insights into Twitch’s customer insights across the U.S and Canada. This enables advertisers to gain an understanding of consumption habits of Twitch Users, across its livestreaming platform, and create targeted content and engage directly with key audience segments.

Carol Hinnant, Chief Revenue Officer, Comscore, stated,

“Our new partnership with Twitch is more proof of Comscore’s dedication to innovation within audience measurement and across screens. In a time where gaming and esports are gaining momentum, our partnership will ensure the industry can understand consumption and take advantage of trends in this space.”

The Company will be leveraging its Video Metrix Multi-Platform, to provide a comprehensive analysis of consumer digital video consumption across numerous channels such as desktops, smartphones, tablets. In addition the platform also facilitates the delivery of unique, customized video audience measurement across digital content and ads on parameters such as audience size, reach, engagement and demographic composition.

Comscore (NASDAQ: SCOR)

Market Cap: $181.57M; Current Share Price: 2.59 USDChart
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According to a report by Grand View Research Inc, the global Video Streaming market will reach and estimated USD 124.57 Billion by 2025, growing at a CAGR of 19.6 percent. The growth is due to the availability of high speed internet such as 3G, 4G and LTE, which is causing an increase in the demand for online and on-demand content.  The emergence of online streaming platforms such as Amazon, Netflix (NASDAQ: NFLX) and Hulu is challenging the content dished out by conventional television channels. In fact a report by ResearchandMarkets predicts that the online Music Streaming industry alone will be worth over US$56.7 Billion, growing at an impressive CAGR of 33.6 percent.

As per an estimate over 100 million internet users watch videos online and 92 percent of these users share video content with others. Live Video is also one if the fastest growing segment in terms of ad revenue, with an impressive 113 percent growth in ad revenues, outperforming the growth of other forms of online video. Another interesting statistic is that 45 percent of live video users are willing to pay for live content. Live streaming solutions have wide applicability, transcending its current use for entertainment streaming. The technology can be applied to various segments of the economy such as news, business meetings, training, education, advertising campaigns ecommerce and online shopping as well.

Similarly the Global streaming analytics markets is expected to be worth over USD 35.5 billion by 2024, growing at a CAGR of 28.2%, from USD 10.3 billion in 2019 as per a report by marketsandmarkets. The growth in the market will be fuelled by the introduction of leading-edge technological solutions such as artificial intelligence and big data analytics to gain a better understanding of user behaviour.

The technology provides an opportunity to connect to target audiences and opens up new revenue streams. The industry is still at a nascent stage, being limited to passive broadcasts over TV’s, which will gradually evolve into more personalised live streaming experiences as the technology evolves and adaptation improves.

Comscore is fast emerging as a reliable third-party source for measuring, analyzing and delivering key metrics for customer engagement across numerous platforms such as digital, linear TV, over-the-top (OTT) and theatrical viewership. The increasing demand and customer preference for digital content necessitates an impartial third-party, which can analyze and present insights into user behaviour, making it easier for businesses to create targeted and customized content for diverse customer segments.

The company’s aim is to offer accurate audience measurement by combining transformative data science with vast audience insights. Comscore serves a wide and diverse clientele which includes leaders in the industry such as Acxiom, Amobee, Xandr, Centro, Roku, Oracle, Comcast and centro to name a few.

Comscore offers solutions across three verticals namely ratings and planning, analytics and optimization and movie reporting and analytics. As part of its ratings and planning services it provides a 360 degree insight into consumption on crucial parameters such as size, demographic composition and behavioural trends, helping Companies arrive at accurate media ratings and campaign rating.

The Company’s analytics and optimization campaign encompasses activation, which helps companies convert information into actionable targets and understand the impact of marketing activities across various platforms. In addition, it also provides critical insights into box office results, attendance and long-lead measurements.

Comscore has an extensive and robust intellectual property rights portfolio covering proprietary technologies such as Ad metric, Action Lift, Brand Survey Lift, Bench marking studies, digital analytix, e-commerce measurement etc.

Risk Assessment

  • There is an exponential rise in the number of gaming sites and gamers, a number which now stands at about 3 billion gamers worldwide. According to a report by Newzoo, the global games market which was valued at $137.9 billion in 2018 is likely to reach $180.1 billion in 2021, growing at a CAGR of 11%. Mobile games will contribute to 59 percent of the total or over $106.4 billion by 2021. Mobile and Tablet gaming alone contributed to over $70.3 billion in 2018. The information generated through gaming needs further analysis to be translated into actionable data. This is where Comscore can add value and gain a stronghold in the industry.
  • Consumption patterns of users are a literal goldmine of information and can act as the foundation for a company’s marketing and customer outreach efforts, it can propel cross-channel marketing campaigns, used for customizing mobile solutions and offerings to customer groups and most importantly to promote engagement and loyalty. The Company has entered into agreements with Comcast (NASDAQ: CMCSA) and iHeartmedia (NASDAQ: IHRT) recently.
  • Humongous amounts of unstructured data are generated by users on digital platforms, it can be through time spent on social media, shopping online or travelling to places. Marketers can use this information to create a customer profile and offer targeted promotions with better chances of realization. In addition, the data can also be used to manager customer churn, revenue management and improved subscription offers.
  • Data Analytics is bringing about exciting new changes in numerous fields such as agriculture, manufacturing, retail and healthcare to name a few. Many fields stand to gain, from the application of meaningful insights provided by machine driven analysis of complex disparate data, available through various sources.
  • Comscore’s business may be affected by the economic slowdown, resulting in cutdown on marketing and advertising budgets by its customers. The recent incidence of COVID19 is also likely to have an impact, as businesses struggle to grapple with the economic fallout of the epidemic on the world economy as a whole.
  • Data analytics market is constantly changing and evolving with the introduction of new technologies, which may make the current systems obsolete. Companies that deal with data need to constantly update and upgrade themselves to offer the latest technology, to cater to the evolving customer needs and offer better products when compared to competitors.
  • The company is holding talks with potential three or four private equity buyers, including symphony technology. This may help the Company buck the downward trend it’s been facing, beginning with settlement of fraud charges against the company by the SEC in 2019.
  • Disclosure: I/we have no positions in any stocks mentioned, and no plans to initiate any positions within the next 72 hours.

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