18 V I D E O A G E December 2022 (Continued from Page 16) Insight Into Parrot Analytics As for the company’s services, the widely available information seems to point to the fact that Parrot Analytics captures a spectrum of actual audience behavior, including video streaming consumption, social media, blogging platforms, file-sharing and peer-to-peer consumption. This, combined with artificial intelligence platforms, allows the company to provide insights into geographic-specific audience demand for content. This enables media companies to understand audience demand for content across all content distribution platforms in all markets around the world. This kind of analytic ability has been reassuring for the broadcasting sector. In fact, a recent Parrot report stated: “To paraphrase a famous quote: the death of broadcast television has been grossly exaggerated. It’s true that the average viewership garnered by major broadcast networks in primetime has plummeted since 2015. Yet broadcast’s supposed demise remains more of a splashy narrative than concrete law. Fifteen of the 100 most in-demand TV series across all platforms year-to-date worldwide originated on broadcast networks. That number rises to 23 if we look at just the U.S., a signifier of how significant the cultural footprint of these showscantrulybe, particularly in the highly competitive domestic market.” Finally, in one of Seger’s podcast interviews he said: “We process a trillion data points a day, from 249 countries around the world. That’s every country on the planet.” He then proceeded to give some industry insight: “There are over 600 OTT platforms around the world, and U.S.$800 billion is spent on television content around the world. That’s everything from content investments, content production, distribution, marketing, and advertising. And it’s probably the least datadriven industry out there, given its size.” He then concluded: “People think technology and science are synonymous — they are not — technology is the application of scientific research and it’s necessary to have entrepreneurship to commercialize the technology to the wider market. So that’s what science commercialization is. It’s a combination of those things.” Ultimately, Parrot’s Stadler provided some insight into the “more” that Garaude alluded at the beginning of this article. “In terms of pricing, Parrot operates on a SaaS [Software as a Service] subscription model. At the same time, our teams work very closely with all of our customers, helping them to answer specific acquisition, programming, sales & distribution, financing, content valuation and strategy questions”, he said. He added, “We [have] the ability to value, in dollar terms, how much a TV show or movie is worth to a platform.” This ability includes services like “platform-specific value contribution analysis for any TV show or movie”, plus “global market demand assessment of intellectual property”, and “IP and content development, financing, programming and acquisitions, sales and distribution”, which at one time in the U.S. were something that the major studios developed internally and were called “the Ultimates.” (By Dom Serafini) MARINA BAY SANDS, SINGAPORE 7 – 9 DECEMBER 2022 www.asiatvforum.com @asiatvforum | #ATF #ASIATVFORUM SAVE OVER 30%WHEN YOU REGISTER BY 24 OCTOBER Market | Conference | Networking Events THIS DECEMBER, SAY “HI” IN-PERSON VISIT US AT MIPCOM STAND P-1.K63 Held in: Supported by: Co-located with: An event of: Produced by: ln the business of building businesses Hosted by:
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