Offering A Branded & Unified Streaming Experience Across Devices

July 1, 2020
News & Media

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.

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

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