CASE STUDY

How CBS unlocked deeper streaming insights with Kubit

CBS turned to Kubit for a self-service solution that eliminated delayed insights and unlocked deeper, customizable analytics across all of their content types.

Moving Beyond Linear Streaming Data

CBS had the ability to measure viewership with their linear data — but lacked access to granular streaming insights. Relying on outside teams caused delays and limited their ability to customize analysis across content, like news, sports, and entertainment. Without self-service access, teams couldn’t validate metrics or answer questions in real-time, slowing decisions and eroding trust in their data.

Expedited Decision Making. More Granular Insights.

With Kubit, CBS can now answer key questions without waiting on other teams. Built-in transparency around data methodology has increased trust in their numbers. Teams can easily customize analysis by franchise, genre, or specific show combinations. Kubit also gives CBS the ability to validate findings independently, ensuring alignment with BI outputs and strengthening internal confidence in the data.

Key Outcomes:

Faster insights

CBS is now answering key product questions in real-time, without depending on other teams.

Granular analysis

Teams can break down content performance by franchise, genre, or specific show combos.

Trusted data

SQL visibility and data transparency have increased trust and the validity of insights.

“With Kubit, we’ve seen at least a 25% increase in reporting coverage and impact metrics for understanding the streaming experience.”

Ross Ramunno

Vice President, Cross-Platform Research and Analytics

Targeted Improvements:

Holistic Audience Understanding

By combining linear and streaming data, CBS developed a richer, more complete view of their audience, surfacing insights that were previously hidden in siloed systems.

Improved Live Streaming Insights

Kubit helped CBS better understand live streaming behavior in context, making it easier to map viewership back to scheduled programming for clearer performance evaluation.

Viewership Insights by Region

CBS teams uncovered key differences in how audiences engage with content across different regions, enabling more tailored strategies across their platforms.