SAG-AFTRA has suggested using Parrot Analytics’ content valuation tool to determine the revenue generated by each piece of streaming content. The guild proposed that each quarter, producers would pay 2% of the quarterly “Revenue Contribution” for each series or film, and this would be divided pro rata among the principal cast “based on time and salary units or ratable distribution,” on top of the existing Streaming Revenue Sharing payment. Unlike Nielsen or self-reported metrics from some of the studios, which use viewing time as their primary measurement, Parrot Analytics, a data analysis firm for the entertainment industry run by Wared Seger, which works with companies such as Sony, Lionsgate and Starz, uses other metrics such as Google searches and social media engagement. The goal is not to determine viewership but rather to understand the impact of a piece of content on a studio’s revenue. It uses quarterly earnings data as well as subscriptions and ad revenue to estimate that impact for each series or film on a platform.
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