When you meet someone for the first time, there's a reason the default topic of conversation is usually your favorite movies or TV shows. Your answer can tell a lot about who you are.

That understanding of who you are and how you behave gives streaming sites and publishers the key to boost engagement and expand their audience. Whether that audience is debating the true killer in Tiger King or reliving Michael Jordan's glory days in The Last Dance.

Keep reading to find out about the metrics, tools, and top insights you need to understand your audience behavior and win the streaming wars.

Enjoy a sneak peek of our Publishers and Media Guide to Audience Analysis and Consumer Behavior. To put it together, we used tools from Similarweb's digital suite for media and publishers.