While physical distribution has built the business and continues to be a big part of the home entertainment industry, digital delivery of content is the future — and data about that market is key. Possibly the most direct use of big data and predictive analytics is in the OTT/subscription streaming sector of home entertainment where Netflix, Amazon and Hulu are known for their use of data. Last month, during the Television Critics Association media tour in Beverly Hills, Calif., Netflix VP of original series Cindy Holland pulled back the curtain a bit on its data analytics. She told the audience that Netflix doesn’t look at demographics per se, but at “taste communities,” groups of subscribers who gravitate toward the same shows. Since Netflix and other OTT leaders carefully guard their data “silos,” competitive analysis can be difficult therefore complicating the process of calculating an overall measure of the SVOD market. However, at Parrot Analytics, we provide global demand data on specific content to such clients as CBS Studios International — using various data sources to measure the overall demand for SVOD programs. Check out this article to read Alejandro Rojas, our LatAm Regional Director, talk about how we tackle these difficulties beyond the traditional methods to help explore the digital frontier.
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