New Parrot Tool Sets: Sports Media Impact
Parrot Analytics Launches Sports Demand Measurement Tool
Table of Contents
Parrot analytics has introduced a new solution, Sports Demand, designed to provide actionable insights into sports audience engagement for rights holders, broadcasters, streamers, and sponsors. This tool builds upon the company’s existing demand measurement technology and aims to help stakeholders justify valuations and optimize return on investment (ROI) in the increasingly competitive attention economy.
Understanding Sports in the Attention Economy
The launch of Sports Demand comes as sports audiences increasingly compete with other forms of entertainment – including movies and television shows – for viewers’ time and money. Parrot Analytics emphasizes the need to understand sports audiences within this broader context.The company’s DEMAND360 platform allows for direct comparison of sports popularity against entertainment content, and even individual athletes against on-screen talent, on a country-by-country basis worldwide.
This capability is especially relevant as streaming services continue to invest heavily in sports rights. The ability to benchmark the potential impact of acquiring sports rights against investments in scripted content is a key benefit highlighted by Parrot Analytics.
Key Features and Benefits of Sports Demand
Sports Demand provides market-by-market analysis of fan engagement, enabling stakeholders to:
- Justify valuations: Provide data-driven support for the financial worth of sports rights.
- Optimize ROI: Maximize the return on investment from sports audiences.
- Cross-Vertical Investment Analysis: Compare the potential impact of sports rights acquisitions with investments in other content formats.
- Benchmarking: Compare sports performance against entertainment content globally.
Early adopters of the tool include sports leagues currently negotiating considerable streaming deals and network operators launching new direct-to-consumer (DTC) sports services, according to Parrot Analytics.
DEMAND360 and streaming Metrics
Sports demand is integrated into Parrot Analytics’ DEMAND360 platform,wich already offers complete data on television,movies,and talent. In October 2023, Parrot Analytics launched Streaming Metrics, designed to provide a deeper understanding of the key metrics that drive financial performance across streaming services.This integration allows for a holistic view of content performance and audience behavior.
Executive Commentary
For the first time, decision-makers can compare the potential impact of acquiring the rights to a sports league versus investing in a portfolio of scripted series or feature films, all within a single, standardised framework.
Wared Seger, CEO of Parrot Analytics, stated that the integration of Sports Demand into DEMAND360 provides streamers, broadcasters, and rights holders with the empirical foundation to make informed investment decisions across different content verticals.He emphasized the value of a standardized framework for evaluating these investments.