A global measurement system is becoming more critical for media companies, said Parrot Analytics, which is helping CBS Studios International gauge audience demand for specific content. (Photo credit: iStock by Getty Images)
Parrot Analytics will help CBS Studios International gauge global audience demand
Los Angeles-based data science firm Parrot Analytics has signed a subscription agreement with CBS Studios International, which will provide the latter with “timely and actionable” data to gauge audience demand for specific content.
Today’s fragmented media landscape presents a challenge for studios, networks and over-the-top (OTT) platforms in understanding the relationship between audiences and content, said Wared Seger, CEO of Parrot Analytics.
He added: “For global teams like CBS Studios International, it is even more critical that cross-platform content benchmarking is readily available for the team to drive critical distribution plans.
“While the world is becoming more global, local market nuances are more important than ever in the world of content, making a global measurement system all the more critical.”
CBS Studios International, Seger pointed out, can leverage Parrot Analytics’ cross-platform measurement system, and break new ground with its Content Genome/Exposome project to maximise the value of their content and fuel strategic growth plans.
Barry Chamberlain, president of sales, CBS Studios International, concluded: “As global media consumption evolves, it’s important to use advanced analytics to better understand how audiences are reacting to our programming. We look forward to utilising Parrot’s detailed insights and analysis for our international team and clients.”