Taplytics now supports OTT TV app testing

Taplytics, which makes testing software for mobile apps, is now offering full support for testing Over-The-Top (OTT) TV apps.

Those apps — such as ones for HBO Now, CBS or Netflix — offer TV programs and movies via internet streaming.

Taplytics now provides OTT-specific A/B testing capabilities for those apps on Android TV, Apple TV or Amazon Fire TV boxes, as well as those apps on smartphones and tablets. Previously, Taplytics only offered testing for those apps on mobile devices, but without specific OTT capabilities.

Those capabilities, CEO and co-founder Aaron Glazer told me, might score TV-oriented engagement by testing features, flows or visuals, which can be modified dynamically during a test.

For instance, he said, a company might want to measure viewer engagement when logging on to find something new to watch, compared to logging on to find a specific program.

Glazer said his company’s new OTT testing differs from competitors because it can apply the same testing to an OTT app that’s on a smartphone, a tablet or one of the supported OTT TV boxes, whereas other OTT testing software is mostly focused on the boxes.

Additionally, he said, Taplytics can return people-oriented results relating to the same subscriber on different platforms, assuming that subscriber has logged on.

About The Author

Barry Levine

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.