This feature requires an Enterprise plan on Vimeo OTT.
You can use audience segments to group viewers who share a behavior or attribute, such as recent subscribers or viewers who watch mostly on a TV, and see how each group performs. This article discusses where segments appear, which pre-built segments are available on each plan, and how segment membership updates.
In this article:
- What are Segments?
- Audience segments by plan
- Segments Glossary and Definitions
- Frequently Asked Questions
- Making the most out of audience segments
What are Segments?
An audience segment is a saved group of viewers who meet the same conditions, such as subscribing in the past 7 days or doing most of their watching on a TV. Segments let you see how specific groups within your audience behave, instead of one average across all viewers.
A viewer can belong to more than one segment at a time. For example, the same viewer can be in Heavy Streamers, TV-First Viewers, and New 30 Day Subscribers, so segment sizes won’t add up to your total audience.
Where to find audience segments
Segments appear in two places in Streaming Analytics:
- Segments dashboard: Go to Audience Hub > Segments to see the current size of each segment and compare segments against each other.
- Segment filters: Apply any segment as a filter at the top of any Dashboard. Every chart on the page then shows data for viewers in that segment only.
Segments only include signed-in viewers, so totals with a segment filter applied will be lower than totals without one.
Audience segments by plan
You can find a comparison of segment features by plan in the table below. On Base, you get 6 subscriber lifecycle segments and can use them as filters, but you can't see the individual viewers inside them and you can't create custom segments. On Advanced, you have access to all pre-built segments plus the segment builder, and you can drill into individual viewers via Viewer X-Ray.
Base |
Advanced |
|
| Segments dashboard in the Audience Hub | ✅ |
✅ |
| Pre-built subscriber segments | ✅ |
✅ |
| Pre-built streaming behavior segments | ❌ |
✅ |
| Create custom segments | ❌ |
✅ |
| Viewer-level detail within a segment (Viewer X-Ray) | ❌ |
✅ |
Segments Glossary and Definitions
Streaming Analytics includes the pre-built segments below. All date ranges are rolling, so “the past 30 days” always means the 30 days before today.
Subscription lifecycle
| Segment | Who's in it |
|---|---|
| New 7 Day Subscribers | Started a subscription in the past 7 days and it's still active. |
| New 30 Day Subscribers | Started a subscription in the past 30 days and it's still active. |
| Trial to Subscriber | Converted from a free trial to a paid subscription, and the subscription is still active. |
| Recently Churned | Cancelled a subscription in the past 30 days. |
| Churned & Gone (Advanced) | Cancelled a subscription in the past 90 days. |
| Churn & Return (Advanced) | Cancelled within the past 12 months and resubscribed in the past 30 days. |
| New Subscribers in the Last 7 Days (Advanced) | Newly created, resumed, or converted-from-trial in the past 7 days. |
| Straight to Subscriber | Subscribed directly without starting a free trial. |
Engagement
| Segment | Who's in it |
|---|---|
| Super User | More than 100 views in the past 7 days, with more than 5 hours of watch time. |
| Heavy Streamers | More than 20 hours of watch time in the past 30 days. |
| Binge Watcher | Average session duration over 3 hours in the past 30 days. |
| High Recent Engagement | More than 10 views in the past 7 days. |
| Low Recent Engagement | Between 1 and 10 views in the past 7 days. |
Viewers with zero (0) views in the past 7 days aren’t included in High Recent Engagement or Low Recent Engagement.
Content Preference
| Segment | Who's in it |
|---|---|
| Long-Form Fans | Viewers who watched videos longer than 60 minutes for more than 90% of their views in the past 30 days. |
| Short-Form Fans | Viewers who watched videos shorter than 10 minutes for more than 90% of their views in the past 30 days. |
Viewers who watch a mix of long and short videos aren’t included in either segment.
Device and Platform
| Segment | Who's in it |
|---|---|
| TV-First Viewers | tvOS, Android TV, Fire TV, Roku, Fire TV, LG TV, Vizio TV, Xbox |
| Mobile-First Viewers | Android, iPhone |
| Tablet-First Viewers | iPad, Fire Tablet |
| Web-First Viewers | Web (Mobile Web and Desktop) |
Geography
| Segment | Who's in it |
|---|---|
| Metropolitan US Audience | Viewers with more than 90% of their views in the past 30 days from a top 50 US city. |
| Rural US Audience | Viewers with more than 90% of their views in the past 30 days from outside the top 50 US cities. |
Both segments only include viewers in the United States. Rural US Audience includes suburbs and smaller cities, not only rural areas.
Frequency Asked Questions
How often do segments update?
Segments refresh once a day at 00:00 UTC. A viewer who meets a segment’s conditions today appears in that segment after the next refresh. Viewership data takes about 2 hours to populate, so a segment can be up to about a day behind current viewer activity.
How do segments changes over time?
All pre-built segments are dynamic, meaning they use a rolling date range, such as the past 30 days. At each refresh, viewers who now meet the conditions are added and viewers who no longer meet them are removed. When creating Custom Segments, you have the option to create Static segments which use a fixed date range, such as January 1–31, 2025. Membership doesn’t change after the segment is created. If a pre-built segment’s size changes from one day to the next, it’s usually because its rolling date range moved forward.
Why is my segment smaller than I expected?
These are the most common reasons a segment is smaller than expected:
- Signed-out viewing isn’t included: Segments are based on viewer accounts, so viewing while signed out isn’t counted. Check the Logged Out Viewers metric to see how much of your viewership this affects.
- The segment uses a 90% threshold: The device and platform, content preference, and geography segments only include viewers who do more than 90% of their watching one way. Most viewers watch across devices or video lengths, so these segments are expected to be small.
- The date range is short: A 7-day segment only includes viewers who took the qualifying action in the past week, so it will be smaller than a 30-day segment.
Making the most out of audience segments
- Compare viewers who converted from a trial (Trial to Subscriber) with viewers who subscribed directly (Straight to Subscriber) to see whether they watch different content.
- If cancellations increase, apply the Recently Churned segment as a filter in the Audience Hub to see whether they’re concentrated on a specific device or in a specific region.
- Apply Heavy Streamers or Super User as a filter in the Engagement Hub to see which titles your most engaged viewers watch (Advanced).
- Export a segment’s viewer list to use in an email or marketing campaign (Advanced Only).