Global media company A+E Networks® has signed a multi-year subscription agreement with Parrot Analytics, a leading data science firm which has developed a new technology capable of measuring cross-platform global demand for content.
The service will provide A+E Networks, home to among the most powerful brands in the media landscape, with quantifiable and timely data to gauge country-specific, audience interest for specific TV content for several of its programming channels including History®, FYI®, Lifetime® and Viceland™.
The announcement was made by Sean Cohan, A+E Networks’ President of International and Digital Media, and Wared Seger, CEO for Parrot Analytics.
Said Cohan: “Our international business is on an impressive growth trajectory. Using Parrot allows us to understand demand for our premium content around the world and offers us another lens on the consumer. It allows us to understand the relative value of our content and make strategic choices that maximize profitable growth.”
A+E Networks operates 75 branded channel feeds outside the US serving both mature and emerging television markets across more than 200 territories. From original scripted dramas like Six and Roots to provocative unscripted hits from VICE and other content partners, A+E Networks distributes over 13,000 hours of content annually.
A+E's EVP of Research & Insights, Don Robert, said, "Understanding content demand across markets where traditional data is unavailable or provides limited insights allows us to make smarter decisions about brand and editorial strategy which greatly supports our sales negotiations at a program level. For example, it enables us to take a successful property like Roots, already broadcasting in 42 markets, and identify additional places where viewers have a significant appetite for the show. Parrot Analytics allows us to be nimble, saving time and costs of conducting more traditional market research."
Added Wared Seger, CEO for Parrot Analytics, “Consumer viewing habits continue to shift in digital’s favor, especially among millennials, and the audience and content distribution landscape is becoming increasingly more fragmented. Parrot Analytics will help A+E Networks navigate through the noise created by this fragmentation. We are delighted to partner with the A+E team and look forward to providing insights as part of A+E’s strategic plans for successful global growth."
SOURCE: Parrot Analytics