HBO Expands Partnership With Conviva6 Jan, 2016 By: Erik Gruenwedel
New agreement looks to enhance HBO Now subscriber experience
HBO Jan. 6 announced an expanded relationship with video analytics and optimization company Conviva to include its upstart subscription streaming service, HBO Now.
Foster City, Calif.-based Conviva says it tracks 50 billion third-party video streams annually to determine user viewing habits and enable over-the-top video services to better meet subscriber needs.
HBO will extend the deployment of Conviva’s data and control platform to optimize the viewer experience throughout its Internet ecosystem. In so doing, HBO Now, which launched last April, will utilize Conviva’s platform to provide in-depth metrics and analytics to understand how content is performing across devices.
The deal marks an extension of HBO’s current partnership with Conviva, which was first announced in May 2011, to provide video optimization support for its TV Everywhere initiatives, including HBO Go and Max Go.
“We recognized the importance of strong, real-time data that Conviva’s best-in-class platform and insights was able to garner for HBO Go, so extending this to our Now service was a natural evolution of our relationship,” Diane Tryneski, chief digital officer of HBO, said in a statement.