Parrot Analytics’ New Longevity Metric Finds Friends and The Office Outpace Seinfeld.
New York: November 25, 2019 – At a presentation for the Board of the International Academy of Television Arts and Sciences held today in New York City, Parrot Analytics unveiled a number of new TV industry metrics now available to its partners to monetize content around the globe. In the session, Parrot Analytics CEO Wared Seger showcased new data insights revealing series with the highest levels of franchisability and longevity.
Franchisability indicates how much potential for franchises and spin-offs a specific title has based on its longevity (i.e., how well audience demand has held up over time) and its adoption (i.e., how many people have expressed demand for the show), indexed to the franchisability of the average title. As a production case study, Mr. Seger highlighted Parrot Analytics’ franchisability metric by focusing on the conclusion of mega hit Game of Thrones. “Spin-off shows are a long industry tradition,” he said, “But for each success, there are many failed spin-offs. How can we assess whether spin-offs are the right move for HBO? Using our franchisability metric, we found that Game of Thrones has 227 times more spin-off potential than the average show.”
Longevity, in turn, indicates how well demand is maintained over time. To illustrate the concept, Mr. Seger pointed to Netflix’s recent loss of the U.S. rights to Friends and The Office, both of which are still in very high demand: 2.5% of the total U.S. Netflix demand came from Friends and The Office for the period July 2018 to June 2019.
“Losing the classics means potentially losing subscribers, and Netflix can’t simply commission a beloved decades-old sitcom,” said Mr. Seger. “Instead, the strategy was to look for other titles to fill the gap and buying the rights to Seinfeld for US$500M was designed to do just that. However, according to our data, Seinfeld has about half the longevity of Friends and The Office. It is still in demand, but its demand has been maintained at a lower level compared to these two shows.”
Mr. Seger also provided attendees with an overview of Parrot Analytics’ latent demand and content affinity, adoption, brand affinity and travelability metrics.
This coming January, Parrot Analytics will reveal the most in-demand shows in the world at its Second Annual Global TV Demand Awards, taking place at NATPE Miami January 21, 2020.
About Parrot Analytics
Parrot Analytics is the leading global content demand analytics company for the multi-platform TV business. With the world’s largest TV audience demand datasets, the company currently tracks more than 1.5B daily expressions of demand in over 100 languages from 200+ countries to reveal the content consumers engage with and watch the most across platforms. Parrot Analytics is a trusted partner to some of the biggest media companies and content creators in the world, helping them optimize content workflows in real time. Partnering with companies across the entire content supply chain, from agencies to global direct-to-consumer platforms, Parrot Analytics helps drive better production, distribution, acquisition and marketing decisions, as well as increased subscriber growth and retention. The company has offices in Los Angeles, New York, London, Singapore, Mexico City, São Paulo and Auckland. Connect with us on YouTube, LinkedIn and Twitter. For more information, see www.parrotanalytics.com.
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