Parrot Analytics

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Parrot Analytics is a technology company that measures global supply and demand for entertainment content.[1][2][3] Parrot Analytics’ technology has been developed by a team of data scientists and entertainment executives from DreamWorks Animation, Sony Pictures, MGM Studios and MIT Media Lab.[4]

The company measures how much entertainment content is wanted by audiences around the world in today's attention economy; it has developed a globally standardized system to quantify global entertainment content popularity.[5][6][7] Parrot Analytics tracks and maps global content across all markets and platforms at scale.[8][9] The company’s audience demand data is used by producers,[10][11][12] showrunners,[13] studios,[14][15] talent,[16][17] television executives[18][19] and fans[20] alike.

## Contents

* 1 Industry impact
* 2 Global demand measurement
* 2.1 Standardized global audience measurement
* 2.2 Demand data applications
* 3 Reception
* 4 References
* 5 External links

## Industry impact[edit]

Journalists, academics, executives and industry insiders use demand data to analyze the globalization of content,[21][22] content supply and demand,[23][24] streaming business models[25][26][27] and programming trends within the entertainment industry.[28][29]

Parrot Analytics demand data has also been used to write about entertainment industry dynamics,[30][31][32] performance prediction modelling,[33][34] the monetization of content,[35][36] issues of race, diversity and inclusion[37][38][39] and the impact of COVID-19 on viewing habits.[40]

In 2019, Parrot Analytics introduced the The Global TV Demand Awards as the most comprehensive global “people’s choice” award show, based on the company’s global audience demand dataset,[41] sparking commentary from industry executives, analysts, producers, talent and talent agencies.[42][43][44]

## Global demand measurement[edit]

Parrot Analytics’ demand measurement system incorporates a global audience behavior dataset and employs AI, machine learning, pattern identification and contextual techniques to synthesize petabytes of data from 249 countries into meaningful insights for global entertainment brands.[45][46]

The system captures the modern-day entertainment and streaming consumer landscape of over 2 billion people globally that access the Internet to search for, read about, comment on, view, discuss and share content.[47] These demand signals are then weighted and combined on a daily basis. [48][49]

### Standardized global audience measurement[edit]

Parrot Analytics sources and cleans audience demand signals that the company collects from search engines, social media, piracy downloads and streaming traffic to create an aggregate, weighted metric that can be translated into a daily audience demand value for a TV show in a territory. The audience demand for a show can be thought of as the total market demand; audience demand data is country-specific and platform agnostic.[50]

To calculate how much audience demand a TV show has anywhere in the world, the company looks at all the places where people are watching TV shows (such as streaming/downloads), talking about TV shows (hashtags, liking, sharing) and researching about TV shows (reading about shows, writing about shows, etc.)[51][52][53]

Parrot Analytics filters out the audience demand signals and weighs up each signal based on their importance.[54] All signals are weighted against a consumer's effort, so that the more time and effort it takes to watch a show, for example, the higher the contribution that signal has to the overall demand value in that market.[55][56][57]

### Demand data applications[edit]

Parrot Analytics works across the media and entertainment industries. Global audience demand data helps solve problems from content creation to marketing and distribution, with demonstrated high correlations between the company’s demand data and SVOD/OTT subscriber growth and retention rates.[58]

Parrot’s methodology is based on a content genome approach to showcase how entertainment content becomes successful. Internal factors include genes such as the plot, cast, director, themes, etc. External factors include genes such as windowing and access, franchise demand, affinity to other content, marketing effectiveness, a show’s global travelability, release timing as well as audience sentiment and virality.[59]

The company conducted research for the British Secretary of State for Digital, Culture, Media and Sport, as part of the British Film Institute’s launch of the Global Content Fund.[60] Parrot Analytics is also retained by the Canada Media Fund.[61][62][63]

## Reception[edit]

Parrot Analytics data has been cited in Bloomberg, The New York Times, Axios, Vox, The Wall Street Journal and many more global publications. Parrot’s data has also been called “imprecise” in some articles.[64] Content measurement for content on streaming services is difficult because companies aren’t transparent with data. Parrot Analytics is a source for journalists, academics, and industry insiders trying to determine the success of a show, movie, or special.

## References[edit]

1. ↑ Fischer, Sara. "Peak binge: Consumers are now gravitating towards shows that are released weekly". Axios. Retrieved 2021-08-06.
2. ↑ Fischer, Sara. "Documentaries become fastest-growing genre as streamers chase current events". Axios. Retrieved 2021-08-06.
3. ↑ Ramos, Dino-Ray; Ramos, Dino-Ray (2020-10-05). "CAA And Parrot Analytics Study Finds Increase In Diversity With TV Shows In Past Three Years; Latinos Remain Underrepresented". Deadline. Retrieved 2021-08-06.
4. ↑ "BBC Uses Artificial Intelligence to Track Down New Audiences for 'Sherlock'". Vox. Retrieved 2021-08-06.
5. ↑ Parrot Analytics: Understanding Audience Demand for TV Shows - Variety Big Data 2016, retrieved 2021-08-06
6. ↑ "How popular is your content… really? | Page 670812". TBI Vision. 2016-11-01. Retrieved 2021-08-06.
7. ↑ "Three Digital Media Companies to Watch". The Information. Retrieved 2021-08-06.
8. ↑ [1], "Peer-to-peer data collector and analyzer", issued 2015-03-18
9. ↑ Lee, Edmund (2020-07-08). "What Counts as a Streaming Hit? A Start-Up May Have Answers". The New York Times. ISSN 0362-4331. Retrieved 2021-08-06.
10. ↑ Friends Co-Creator David Crane accepts the Global Iconic Demand Award from Parrot Analytics, retrieved 2021-08-06
11. ↑ "The Walking Dead in-demand at Natpe". C21media. Retrieved 2021-08-06.
12. ↑ "Ryan Murphy". Instagram.`{{cite web}}`: CS1 maint: url-status (link)
13. ↑ "Lauren Hissrich". Twitter.`{{cite web}}`: CS1 maint: url-status (link)
14. ↑ "ViacomCBS Global Distribution Group". Twitter.`{{cite web}}`: CS1 maint: url-status (link)
15. ↑ Screen, World (2018-07-26). "Video Interview with Gaumont's Vanessa Shapiro". WORLD SCREEN. Retrieved 2021-08-06.
16. ↑ "Aidan Gallagher". Twitter.`{{cite web}}`: CS1 maint: url-status (link)
17. ↑ "Pollyanna Mcintosh". Instagram.`{{cite web}}`: CS1 maint: url-status (link)
18. ↑ "Elizabeth J. Spaulding on LinkedIn: Report: STARZ Premium Content More In Demand By Global Audiences Than". www.linkedin.com. Retrieved 2021-08-06.
19. ↑ "Karin Marelle on LinkedIn: Parrot: Demand for Starz Original Series Way Higher Than Average TV". www.linkedin.com. Retrieved 2021-08-06.
20. ↑ EDT, Jorge Solis On 4/22/20 at 2:12 PM (2020-04-22). "Save 'Sanditon!' All the reasons we need to save this charming romance now more than ever". Newsweek. Retrieved 2021-08-06.
21. ↑ Fischer, Sara. "Americans are consuming more foreign content than ever". Axios. Retrieved 2021-08-06.
22. ↑ Pablos, Emiliano De; Pablos, Emiliano De (2020-01-20). "U.S., Mexico Are Top Destinations for Spanish TV Dramas". Variety. Retrieved 2021-08-06.
23. ↑ Fischer, Sara. "Peak binge: Consumers are now gravitating towards shows that are released weekly". Axios. Retrieved 2021-08-06.
24. ↑ Facebook; Twitter; options, Show more sharing; Facebook; Twitter; LinkedIn; Email; URLCopied!, Copy Link; Print (2020-10-05). "Viewer demand for TV shows with diverse casts outstrips supply, report says". Los Angeles Times. Retrieved 2021-08-06. `{{cite web}}`: `|last1=` has generic name (help)
25. ↑ Keslassy, Elsa; Keslassy, Elsa (2017-06-14). "Amazon Is Gaining Ground on Netflix in Europe, Study Says (EXCLUSIVE)". Variety. Retrieved 2021-08-06.
26. ↑ Bond, Paul; Bond, Paul (2017-10-04). "Amazon, Netflix and Hulu's Most Popular Shows Revealed". The Hollywood Reporter. Retrieved 2021-08-06.
27. ↑ Mayberry, Carly. "New Streaming Platforms Are Breathing Life Into Old Classics". Forbes. Retrieved 2021-08-06.
28. ↑ "'SNL' Interest Spikes Worldwide After Elon Musk Hosts". Observer. 2021-05-12. Retrieved 2021-08-06.
29. ↑ "The Stranger Things That Turned '13 Reasons Why' Into Netflix's Biggest Sleeper Hit". Wired. ISSN 1059-1028. Retrieved 2021-08-06.
30. ↑ "Content, Cars, and Comparisons in the "Streaming Wars"". MatthewBall.vc. Retrieved 2021-08-06.
31. ↑ "Netflix Still King, But Losing Mindshare Fast In Original Shows". TV[R]EV. 2021-03-16. Retrieved 2021-08-06.
32. ↑ Shaw, Lucas. "Netflix Is Losing Market Share. But Is It Losing Customers?". www.bloomberg.com. Retrieved 2021-08-06.`{{cite web}}`: CS1 maint: url-status (link)
33. ↑ BattleFin (2021-06-24), FAANG Stocks - QMIT, Parrot Analytics, Precision Alpha - VDD June 2021, retrieved 2021-08-06
34. ↑ [2], "System and method for predicting specific audience response to new entertainment content", issued 2017-08-22
35. ↑ "Content, Cars, and Comparisons in the "Streaming Wars"". MatthewBall.vc. Retrieved 2021-08-06.
36. ↑ Jurgensen, John (2019-12-25). "The Old-School TV Tactics That Make 'The Mandalorian' Tick". Wall Street Journal. ISSN 0099-9660. Retrieved 2021-08-06.
37. ↑ Ramos, Dino-Ray; Ramos, Dino-Ray (2020-10-05). "CAA And Parrot Analytics Study Finds Increase In Diversity With TV Shows In Past Three Years; Latinos Remain Underrepresented". Deadline. Retrieved 2021-08-06.
38. ↑ "Demand for diverse kids shows grows 58% in US". Retrieved 2021-08-06.
39. ↑ "U.S. demand for TV saw a significant drop as George Floyd protests began". Fortune. Retrieved 2021-08-06.
40. ↑ "Dealing with Covid-19: Unpacking lockdown's effect on viewing habits". TBI Vision. 2020-04-17. Retrieved 2021-08-06.
41. ↑ Hopewell, John; Hopewell, John (2020-01-22). "'Game of Thrones' Sweeps Parrot Analytics' 2nd Global TV Demand Awards". Variety. Retrieved 2021-08-06.
42. ↑ The Global Television Demand Awards: Virtual Festival Recap, retrieved 2021-08-06
43. ↑ Celebrating the Best in the Business with Casey Bloys, Chief Content Officer, HBO & HBO Max, retrieved 2021-08-06
44. ↑ How a Warrior Nun Nearly Saved us from 2020: A conversation with Alba Baptista and Simon Barry, retrieved 2021-08-06
45. ↑ Chmielewski, Dawn (2015-12-16). "BBC Uses Artificial Intelligence to Track Down New Audiences for 'Sherlock'". Vox. Retrieved 2021-08-06.
46. ↑ "Exclusive - Parrot Analytics on how AI is disrupting the media industry". AI Business. Retrieved 2021-08-06.
47. ↑ "What is Demand?". helpcenter.parrotanalytics.com. Retrieved 2021-08-06.
48. ↑ Lee, Edmund (2020-07-08). "What Counts as a Streaming Hit? A Start-Up May Have Answers". The New York Times. ISSN 0362-4331. Retrieved 2021-08-06.
49. ↑ "Global Demand Measurement". Parrot Analytics. Retrieved 2021-08-06.
50. ↑ Chmielewski, Dawn (2015-12-16). "BBC Uses Artificial Intelligence to Track Down New Audiences for 'Sherlock'". Vox. Retrieved 2021-08-06.
51. ↑ "Global Demand Measurement". Parrot Analytics. Retrieved 2021-08-06.
52. ↑ "What is Demand?". helpcenter.parrotanalytics.com. Retrieved 2021-08-06.
53. ↑ Thomas, Trent (2019-09-03). "Behind the TV Demand data with Parrot Analytics CEO Wared Seger". Mediaweek. Retrieved 2021-08-06.
54. ↑ Thomas, Trent (2019-09-03). "Behind the TV Demand data with Parrot Analytics CEO Wared Seger". Mediaweek. Retrieved 2021-08-06.
55. ↑ Thomas, Trent (2019-09-03). "Behind the TV Demand data with Parrot Analytics CEO Wared Seger". Mediaweek. Retrieved 2021-08-06.
56. ↑ [3], "Peer-to-peer data collector and analyzer", issued 2015-03-18
57. ↑ [4], "System and method for predicting specific audience response to new entertainment content", issued 2017-08-22
58. ↑ Lee, Edmund (2021-04-20). "Netflix's Dominance Starts to Slow as Rivals Gain". The New York Times. ISSN 0362-4331. Retrieved 2021-08-06.
59. ↑ Parrot Analytics: The Science of Popularity - Winning the Multi-Platform Game at Variety Massive, retrieved 2021-08-06
60. ↑ "DCMS and BFI launch UK Global Screen Fund to boost global exports of UK content". Northern Ireland Screen. 2021-04-23. Retrieved 2021-08-06.
61. ↑ September 19, Lauren Malyk; 2019. "In Brief: The CMF teams up with Parrot Analytics". Retrieved 2021-08-06.`{{cite web}}`: CS1 maint: numeric names: authors list (link)
62. ↑ "Opinion | Canadian culture is a hot international commodity". thestar.com. 2020-01-01. Retrieved 2021-08-06.
63. ↑ "Happy 10th, Canada Media Fund. Now get to work!". Canada Media Fund. 2020-10-19. Retrieved 2021-08-06.
64. ↑ Shaw, Lucas. "Hollywood is Disguising the Results of Its TV Shows and Movies". www.bloomberg.com.`{{cite web}}`: CS1 maint: url-status (link)

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