A Market is used to combine Segments to form an expression allowing you to very expressively select a subset of customers. Each Segment of customers may then be targeted differently with content, pricing and promotions. Markets can be referenced on Availability Windows in order to specify pricing and availability for customers in a specific Market.

A typical use case for Markets is to allocate geographical territories to different Segments, allowing for a different content line-up to be published from the same base catalogue. Each Market can have its own pricing, promotion and availabilty schedule.

Other use cases include member, subscriber and staff discounts, site-by-site pricing in the hospitality industry and different line-ups and up-sell pricing for tiered subscription offerings.

A Market can be given a name and a description. It must also be given an ordering (with respect to other Markets). The ordering denotes which market takes precedence when a consumer belongs to multiple Markets which have overlapping Availability Windows. The lower the ordering number, the higher the precedence.

Market expressions are very powerful allowing Segments to be combined together using logical operations. If no expression is specified, all consumers are considered part of that Market.

Customising Content for Specific User Groups with Markets and Segments

In our video streaming content management system, markets play a crucial role in tailoring content to cater to the preferences and interests of different user groups. Whether it's based on location, gender, device type, or even their previous viewing history, markets empower you to effectively target your content.

By creating distinct markets, you can finely tune your content to appeal to specific user groups or demographics, delivering a more personalized and engaging user experience. This includes showcasing different themes and branding, as well as displaying tailored promotions for different user groups. The flexibility that markets offer can transform your audience engagement and lead to higher user satisfaction and loyalty.

Understanding the Relationship between Markets and Segments

Markets and segments are fundamental building blocks in tailoring your content.

What is a Market?

Think of a market as a container that holds one or more segments.

What are Segments?

Segments are specific sets of information or items that characterize a group. Here are some examples:

  • A 'Region' segment may include one or more countries.
  • A 'Device Type' segment might comprise various device types like Apple TV, Fire TV, iOS, etc.
  • A 'Time Watched' segment would contain data on when and for how long certain products were viewed.

You create these segments individually and then add them to a market. This forms a set of rules for that market.

For instance, a market could be made up of:

  • A 'Region' segment that only includes the UK
  • AND
  • A 'Device Type' segment that only contains iOS and Android mobile.

This would create a market that is only accessible to users in the UK using iOS and Android mobile devices. You could then apply this market to a specific set of products. This means those products will only be visible to users who fit within the defined market parameters.