What is a multichannel video programming distributor (MVPD)?
MVPD stands for multichannel video programming distributor (MVPD). An MVPD is a company that provides multiple TV channels through cable or satellite on a subscription basis. MVPDs, like traditional cable and satellite operators, deliver channels using cables or satellite dishes.
While MVPDs primarily deliver linear TV—where programming follows a set schedule—they often include video-on-demand (VOD) options as part of their service. This allows subscribers to access a library of shows and movies outside the regular broadcast schedule, giving them some flexibility to watch specific content at their convenience. The VOD feature is accessible through the MVPD's interface, typically via a receiver box or app, enabling a mix of scheduled live TV and on-demand viewing within one subscription.
What is the difference between vMVPD vs. MVPD?
With the rise of internet streaming, a new type of provider called a virtual multichannel video programming distributor (vMVPD) has emerged. These providers still follow the subscription format, but stream live and on-demand TV channels over the internet instead of using traditional cables or satellite dishes.
To appeal to younger audiences, virtual MVPDs often offer “skinny bundles,” or pared-down channel selections at a lower cost and with added flexibility. With vMVPDs, consumers can still avoid long-term contracts due to the subscription nature, while also not needing the hardware installations typically required by MVPDs.
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What is the difference between OTT vs. MVPD?
Over-the-top (OTT) platforms, like Netflix and Disney+, differ from MVPDs by providing exclusively on-demand content over the internet. This is in comparison to vMVPDs, which provide content over the internet, but on a live and on-demand channel basis. OTT also encompasses broader content than just video streaming–it also includes audio streaming and messaging.
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Why MVPDs are important for marketers
Multichannel video programming distributors provide marketers access to large, engaged audiences. Traditional MVPDs integrate ads into scheduled programming, primarily reaching viewers through commercial breaks. However, the rise of virtual MVPDs has opened new opportunities for advertisers, especially through connected TV (CTV), which allows for flexible, data-driven ad targeting.
Connected TV
A CTV is any television connected to the internet, including smart TVs, set-top boxes, TV sticks, and gaming consoles, primarily used for streaming video content.
vMVPD platforms, which distribute content over the internet, can be accessed on CTV devices as well as mobile, enabling a level of targeting that surpasses traditional cable TV. CTV advertising lets marketers reach their ideal audience by leveraging contextual targeting, geotargeting, lookalike audiences, and retargeting based on device type. This flexibility helps brands refine their messaging to specific audience segments, ultimately driving higher engagement and conversion rates.
CTV also enhances measurement capabilities, allowing advertisers to gain deep insights into campaign effectiveness. With cross-device measurement, marketers can track key metrics across both CTV and mobile, creating a cohesive view of how audiences interact with ads on different screens. This level of visibility allows for real-time optimization, maximizing ad spend efficiency and boosting return on investment (ROI). By merging the broad reach of traditional MVPDs with the precise targeting and measurement capabilities of vMVPDs and CTV, advertisers can make informed, strategic decisions that drive impactful results across TV and digital platforms alike.
MVPDs and Adjust
Adjust’s CTV AdVision transforms connected TV into a powerful performance marketing channel, offering comprehensive cross-device measurement and advanced attribution capabilities. By linking app conversions and events directly to CTV ads, AdVision enables marketers to precisely track key performance indicators like impressions, click-through rates, and engagement. With CTV-to-mobile measurement, marketers can see how CTV campaigns drive app installs and engagement on mobile devices, while CTV-to-CTV reveals the direct impact of ads on app installs within the CTV environment itself.
AdVision’s dashboard visualizations in Datascape give marketers a clear, visual snapshot of CTV campaign performance, allowing for real-time optimizations. Additionally, AdVision supports QR code campaigns on CTV, making it possible to track direct engagement by linking QR scans back to campaign performance. This feature is especially useful for driving immediate app engagement and measuring conversions from TV to mobile seamlessly.
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Due to the subscription-based monetization of MVPDs and vMVPDs, Adjust’s Subscriptions is another critical support for app measurement. This solution centralizes all subscription data, giving you a complete view of the user journey and allowing you to drive your monetization strategy. This robust solution provides insights on:
- ROI and LTV analysis with subscription-specific metrics.
- Granular reporting on different subscription products and models.
- Subscription lifecycle tracking, from trials to renewals and upgrades.
Whether your audience views content through CTV or your mobile app, Adjust provides the solutions to optimize each channel’s performance and maximize campaign returns.
Request a demo to learn more about how Adjust’s industry-leading solutions for CTV and subscription measurement can scale your company’s growth.
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