Parrot Analytics: Measuring the global demand for TV content
Parrot Analytics releases first public data for Australian TV Demand Expressions
Parrot Analytics is a New Zealand-based business that has gone global with its unique measurement of television programs being broadcast across all platforms.
Parrot has developed a measurement called demand expressions where programs from Netflix and other over-the-top (OTT) broadcasters are able to be compared to the demand for other shows delivered via traditional or other means to the audience.
Parrot Analytics CEO and co-founder Wared Seger told Mediaweek: “The business was founded with a vision to enhance the connection between content creators with consumers, by enabling data-driven decisions to be made along the TV industry value chain of stakeholders – from producers, to buyers, sellers and advertisers.
“Our demand data is now being used in six continents around the world”
“We are a data science company that empowers media companies, brands and agencies to understand global audience demand for television content. Wielding the world’s largest audience behaviour datasets (we capture an unprecedented spectrum of actual audience behaviour including video streaming consumption, social media, blogging platforms, file-sharing and peer-to-peer consumption spanning 249 countries), the company has developed the world’s only global cross-platform, country-specific audience demand measurement system.”
Parrot Analytics CEO Wared Seger
“With that, we are able to assess the popularity of any TV show in any part of the world, on any platform, at any time – accurately providing TV executives with insights into audiences’ preferences for content to enable better decision making across content acquisition, sales, marketing and investment.”
Seger said he noticed the unfolding of these trends in the media industry: continued proliferation of content distribution platforms, consumer fragmentation and the decreasing effectiveness of standard measurement services in the television industry.
“In light of this, we wanted to provide a better measure of audiences in today’s world of TV by merging the domains of art and science – using the power of artificial intelligence and ever-increasing global datasets, we measure what people are actually interested in viewing, what they think about their favourite content and how they feel about it.”
“We have plans to expand our product offerings to movies, games, music and other types of media content”
He added this is made possible because Parrot Analytics invested years of R&D on understanding consumer behaviours and preferences on various platforms in order to be able to empirically measure their demand for content.
“We turn vast oceans of consumer demand data, using smart algorithms, into metrics that enable measuring cross-platform audience demand for any TV show around the world, across any platform – be it Netflix or HBO or CBS.
“Having spent the first two years of the company’s life in building the technology and artificial intelligence platform, we released our global Demand Measurement system recently to phenomenal reception across the industry. We’re now working with some of the largest media and entertainment companies in the world. We are helping our clients make successful decisions that bring them high ROI and enable them to stand out in today’s golden age of TV.”
Parrot gives its clients access to its global Demand Measurement system via its Demand Portal and API feeds. “There are various subscription levels depending on the size of the client, the markets they would like to track etc,” said Seger.
“We’ve also developed the industry’s most context-aware discovery and recommendations algorithm that we provide to our OTT clients.”
Clients around the world have rushed to use the Parrot Analytics data.
“Since launching the live version of our global Demand Measurement system earlier this year, there has been phenomenal reception for its use across the value chain and across the world. Our demand data is now being used in six continents around the world.”
Seger added: “Both our Demand Measurement system and discovery and recommendations algorithms are equally applicable for other media content as they are for TV content. We have plans to expand our product offerings to movies, games, music and other types of media content for a truly ubiquitous connection between ‘content creators’ and ‘content consumers’ – our ultimate vision.”
