Parrot Analytics, a data science company that measures country-specific, cross-platform audience demand, announced it has signed Infinity to its growing client list. Infinity, part of Mediaset, a leading TV provider in Italy, will be utilizing Parrot Analytics’ country-specific & cross platform audience demand data to help with the SVOD platform’s content strategies.
Parrot Analytics captures an unprecedented range of online demand expression platforms that include video streaming, social media, blogs and micro-blogging platforms, fan and critic rating sites, file-sharing sites and peer-to-peer protocols to enable the industry to compare audience demand for content across all distribution platforms in all markets around the world. This enables the TV industry to compare network, cable, and OTT-original shows on the same measurement scale for the very first time.
Parrot Analytics’ metrics such as Demand Expressions™, which enable the comparison of audience demand for content in the same market, regardless of platform, helps Infinity empirically evaluate the popularity of content in their specific market, even if that content has never aired in that market.
“We are extremely excited to be working with Parrot Analytics, to help us refine our content strategy. As a company we strive to be as data driven as possible, and Parrot Analytics’ reports will allow us to refine our content selections and monitor our investments on the territory.” Chiara Tosato, Commercial Director Infinity.
According to data from Parrot Analytics, Infinity’s recent exclusive acquisition of the comedy-horror show Ash vs. Evil Dead has been growing in popularity in Italy.
Since its release, the audience demand for this title, which was exclusively bought by Infinity in Italy, has increased impressively. In the last 30 days, Ash vs. Evil Dead has grown in popularity to end the month of May with more than twice as much demand as similar titles, such as iZombie, Z Nation, and Damien:
Compared to similar shows such as iZombie, Z Nation and Damien, audiences in Italy are showing to have a growing preference for Ash vs. Evil Dead since it’s premiere on Infinity’s VOD, peaking at 1.5 million Demand Expressions and stabilizing at about 1.5 times its previous level of demand.
In addition to the show’s growing demand in Italy, Parrot Analytics also reveals that Ash vs. Evil Dead has more demand in Italy than in other major European markets:
| Market | Demand Expressions per capita |
| Italy | 60.47 |
| United Kingdom | 59.39 |
| Germany | 51.80 |
| Spain | 50.93 |
| France | 49.45 |
Demand Expressions per capita, which allow demand for a title to be compared between market, show that the from May 1st to May 30th demand for Ash vs. Evil Dead is highest in Italy, exceeding the average demand for the show in other markets such as United Kingdom, Germany, Spain, and France.
This result shows enormous power in applying market-specific audience demand knowledge to content acquisition decisions, and Parrot Analytics is excited to continue providing insights to Infinity.
“We are delighted to welcome Infinity to our family of exceptional clients using our global audience demand measurement system and to be working with one of the leading OTT providers in Italy” says Arturas Vedrickas, VP Product at Parrot Analytics, “Infinity represents a growing trend of an increasingly large number of streaming platforms reaching consumers. Parrot Analytics provides the only country-specific, cross-platform audience demand measurement system that OTT platforms like Infinity and others can use to make more data-driven content investments, increase their marketing ROI and truly stand out in their market.”
About Infinity
Infinity is Italy’s first video on-demand service with over 6000 movies, TV series and cartoons available in Super HD or original language, on hundreds of enabled devices, with no time restrictions and show schedules. The platform allows user to download movies on PC, Smartphone and Tablets and to watch anywhere and anytime, even offline. The offering ranges from recent blockbusters to great world cinema classics; from the most popular international series to the most followed Italian fiction. The rental portfolio enriches Infinity’s proposal with a wide selection of recent titles available for 48 hours. To access to Infinity users only need a broadband connection and an enabled device. Infinity allows movie fans to take advantage of a free trial period of 30 days then the subscription costs € 7.99 a month. There is no set-up costs or minimum subscription. Each month user can freely choose whether to renew the subscription.
