Parrot Analytics’ comprehensive audience attention measurement system captures the world’s largest audience behavior dataset. We extract the signals from the noise to deliver the first globally standardized measurement of TV, Movies, and Talent audience demand for all markets, in all languages and across all platforms and devices.
In addition to demand data, we have created an even more valuable layer of data that leverages the highly nuanced signals and demand layers to create a set of metrics specifically designed to assess every element of success for content in the attention economy.
The Pulse is a way of understanding a TV show's, movie's, or talent's overall performance in an instant, helping inform decisions along the entire content development and monetization lifecycle.
There are six points of measurement on the pulse, each providing an independent measure of performance that is useful in understanding specific strengths and weaknesses of a title. Together, the six contextual metrics provide one overall health analysis for a TV show, Movie or Talent.
The six metrics included in the pulse are explained below:
Demand measures total audience demand expressed for a title across all platforms in a market, compared to the average TV show, Movie, or Talent. Learn more about the core metric that measure audience attention here.
Demand answers questions like
How popular is my show?
Where in the world is my show in-demand?
What genres are resonating most with my current audience?
What genres should we focus on to attract new subscribers to our service?
Travelability indicates the popularity of a show outside of its home market. It reveals whether a show resonates with people across the world or if it mostly resonates with domestic audiences.
Travelability answers questions like:
What content should I produce or acquire to support global SVOD expansion?
How much global appeal does this title have in comparison with other titles in the genre?
How should funds be allocated to maximize future content investments?
Franchisability reflects the spin-off potential of a title. It combines several metrics that show a title has enduring demand and is in demand by many people with a wide variety of interests, ensuring it reflects whether or not people will be interested in a new, but connected storyline.
Franchisability answers questions like:
How can I further monetize IP for my show through spin-offs or franchises?
Momentum measures the pace of growth in demand over a time period. It's the cumulative increase in demand that a title has gained over the past 12 months as compared to the average title.
Momentum answers questions like:
How effective is my marketing campaign around a show?
How did my pre or post-premiere compare against other shows?
Is my show part of the cultural zeitgeist?
Longevity indicates how well a title's demand is maintained over time. Does it sustain for a long time or does it decay rapidly?
Longevity answers questions like:
How well as this title held up since it premiered?
What catalog content should be acquired to increase engagement and retain customers?
Which content can rely on its sustained demand and therefore require less marketing spend?
Reach indicates how many unique people are expressing demand for a title. It is based on the total number of people interacting with a title through social media, social video, research and P2P data sources.
Reach answers questions like:
Does this title have a dedicated but small fandom or does it appeal to a wide group of people?
Will this title attract new subscribers to my platform?
Each metric corresponds to a distribution curve with the same bands as the demand distribution curve (1x, 8x, 32x, etc.) but with different percentages in each band. Each metric is also tied to a particular time range.
Let's first use the demand metric as an example: If a TV show has more than 32x the demand of the average show, it falls in the EXCEPTIONAL bucket of demand. Only 0.2% of shows are considered EXCEPTIONAL.
Next, let's look at longevity. In the image below, we're checking the pulse of the show Vikings and focusing on longevity.
Vikings has an all-time longevity that is 42.04x the longevity of the average title. This means it is within the EXCEPTIONAL bucket. Only 0.64% of shows we measure have this level of longevity.
A note on our metric performance distribution:
All metrics fall into the same performance buckets as detailed below:
EXCEPTIONAL: 32x or more
OUTSTANDING: 8x - 32x
GOOD: 2x - 8x
AVERAGE: 1x
BELOW AVERAGE: 0.01x or less
However, each bucket has a different % distribution band as follows and some contextual metrics incorporate only the last 12 months (rolling) whilst others incorporate all time data. This is because some metrics are more timely by nature (demand, travelability, momentum) whereas others (reach, longevity, franchisability) describe the overall profile of the show and therefore are all-time metrics.
Demand:
0.2% EXCEPTIONAL
2.7% OUTSTANDING
8.6% GOOD
64.1% AVERAGE
24.4% BELOW AVERAGE
Time period: Last 12 months
Travelability:
0.73% EXCEPTIONAL
1.15% OUTSTANDING
3.77% GOOD
9.70% AVERAGE
84.65 % BELOW AVERAGE
Time period: Last 12 months
Franchisability:
0.32% EXCEPTIONAL
1.19% OUTSTANDING
3.72% GOOD
5.75% AVERAGE
89.01% BELOW AVERAGE
Time period: All-time
Momentum:
0.89% EXCEPTIONAL
4.60% OUTSTANDING
10.22% GOOD
20.66% AVERAGE
63.64% BELOW AVERAGE
Time period: Last 12 months
Longevity:
0.66% EXCEPTIONAL
2.0% OUTSTANDING
6.86% GOOD
23.98% AVERAGE
66.50% BELOW AVERAGE
Time period: All-time
Reach:
0.15% EXCEPTIONAL
2.08% OUTSTANDING
10.35% GOOD
12.48% AVERAGE
74.94% BELOW AVERAGE
Time period: All-time