Making waves in Hollywood – The Parrot Analytics story
Life has progressed a lot since the days when the only source of media entertainment was from television screens or movie theaters. The internet has changed everything. For TV producers, in light of the development of platforms such as Netflix, Hulu, and every other online streaming site, legal or illegal, how do you find out how popular your show is, and who your audience is?
When I stream ‘Scandal’ every week from my flat in Auckland, am I registered in their ratings or am I piled together with everyone watching Scandal (legally) from their televisions in America? Do people in China enjoy Game of Thrones as much as the next person? Do people in Switzerland love Korean dramas? These are the questions, and Parrot Analytics has the answers.
Co-founders Wared Seger and Chris Riddell found inspiration for their company in trying to find a measurement solution that would address the fragmentation of entertainment platforms and outlets - a problem that no other company in the world had come up with a solution for yet.
Parrot Analytics’ global measurement system uses artificial intelligence and language data processing to analyse one billion data points every day. One billion. That’s one billion activities from internet downloads, TV shows streamed, blog posts, social media posts and other online mentions to go through – every day. This data is broken down into actionable information that allows Parrot Analytics’ clients to determine the audience impact of specific TV content, in specific countries – which helps global studios, distributors, networks and subscription-video-on-demand (SVOD) platforms make better data driven decisions.
Before shows are released or even pitched for production, Parrot Analytics’ data may help to predict if the show will be successful or not. Data that is hugely useful to big US television networks in helping them to produce shows that people actually want to watch.
Parrot Analytics has an office in our very own little backyard of New Zealand and have risen on the global stage with offices now in Los Angeles, New York and London. Their services are being utilised by some of the world’s leading media companies and clients such as BBC, FOX Network and Gaumont. They are the true embodiment of the Kiwi ingenuity and innovation that is making waves internationally, proving that world class entrepreneurs are coming out of New Zealand - and they probably have the data to back that up.