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“Quickly gives us an idea of content that will resonate with our audiences and the most efficient channels to deliver it on”

Gabriel Authier

Global Brand Manager

“Continuously informs our social and advertising strategies”

Jaime Parson

Director of Marketing Insights

“Pivotal in improving our client's media strategies”

Gemma Philpott

Assc. Director of Strategy

“Mind blowing! Helped surface a lot of great insights”

Chris Mikulin

Co-founder

“Strategic insight that helps my team move fast without hesitation”

Martin Brueckner

Global Head Spots Communications

“Lots of actionable insights. Very Impactful.”

TJ Walker

Founder & CEO
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“Quickly gives us an idea of content that will resonate with our audiences and the most efficient channels to deliver it on”

Gabriel Authier

Global Brand Manager

“Continuously informs our social and advertising strategies”

Jaime Parson

Director of Marketing Insights

“Pivotal in improving our client's media strategies”

Gemma Philpott

Assc. Director of Strategy

“Mind blowing! Helped surface a lot of great insights”

Chris Mikulin

Co-founder

“Strategic insight that helps my team move fast without hesitation”

Martin Brueckner

Global Head Spots Communications

“Lots of actionable insights. Very Impactful.”

TJ Walker

Founder & CEO
Scroll For More

Offering A Branded & Unified Streaming Experience Across Devices

July 1, 2020
Media & Entertainment

Key Takeaway

A unified, cross-device, & strongly branded content streaming experience can lift usage on all owned digital platforms.

CBC is Canada’s national public broadcaster for both television and radio. In March 2019, CBC launched a new streaming service called CBC Gem which replaced their on-site media library and is now available on Fire TV, Android TV, and iOS apps. Prior to March 2019, CBC hosted its TV & longform video content in a website media library and a mobile phone app. These were separately branded and separate user experiences. No OTT was offered.

CBC Gem - Website Media Library - Mobile Phone App

In March 2019, CBC sunset its web-based media library called ‘Watch CBC’. At that time, Watch CBC averaged 1.5 Million visits per month.

CBC Gem - Web Traffic

That month, CBC moved its web-based content to a web app called ‘CBC Gem’. It averaged 2.4 Million visits per month in 2020. Naturally, COVID-19 influenced the increased viewership in 2020. Nevertheless, the new web app was a big success.

CBC Gem - Web Traffic Increase - Watch CBC
Source:  Web Data via SimilarWeb User Panel n=600M+ |  Jun’ 18 - Jun. ‘20 | Region: Global

Not only was the web app a success on its own, its launch also drastically increased the usership of the CBC Gem Mobile app. Giving users a unified mobile & web experience increased usership of the mobile app by more than 3x, from 37K MAU to 124K MAU.

CBC - Monthly Active Users - CBC Gem Mobile App
Source:  App MAU Data via SensorTower User Panel n=6M+ |  Jan’ 16 - Jan. ‘20 | Region: Global

Gem is also now the CBC’s OTT offering as well.

CBC Gem - OTT
Source:  App MAU Data via SensorTower User Panel n=6M+ |  Jan’ 16 - Jan. ‘20 | Region: Global

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