A search for good entertainment serves us the dose of good time pass during this pandemic. We try to stream into the latest hits on YouTube Premium, Amazon Prime, Netflix, or any streaming app. Slowly we see related genres of videos we watch on our feeds and we know that’s how algorithm plays.
As a creator of a show or media, we dig deeper and deeper for data, perform analytics, and measure customer engagement rate with our program. Several analytical applications and guiders help us with this task specifically Nielsen has umpired television’s winners and losers since the medium was new. Who won the West Coast? Who lost in late at night? For decades, the entertainment industry has relied on the rating giant to measure the value of everything from “All in the Family” to “Young Sheldon.”
How do you make sure the content you are streaming is getting the attention we are seeking? How do we make sure of the analytics?
Parrot Analytics, an unfamiliar start-up in the media analytic business for TV shows, claims to measure what a program streaming can mean to the viewer through a metric they developed. The device can count the number of viewers streaming to a show but what differentiates it from Nielsen is that it can calculate viewers’ enthusiasm, making it a vital factor for companies to predict prospective viewers for their show. A technology that will measure and monitor internet viewers’ enthusiasm will be an enormous deal for streaming creators like Netflix.
Wared Seger, the chief executive, said the company was built on the idea that a measurement system must take into account the momentous change in viewing habits. “We could each be watching different shows, on different platforms, at different times,” Mr. Seger, 32, said. “You need a new standard.”
The instrument he developed, ‘demand expressions’, is a tricky metric that uses a host of ‘signals’ from the internet such as Google searches for a film or series, Facebook likes, pirated downloads, and Wikipedia inquiries to know its popularity.
The Witcher, casting Henry Cavill, is a fantasy series that gained 57 times more demand than average from January to April measured by Parrot making it the biggest hit in Netflix. Henry Cavill, who was cast as Superman in the DC movie Man of Steel made a major hike in his career, was the key point of promotion of the series. Netflix confirmed Parrot’s interpretation by saying The Witcher was indeed the biggest Season 1TV series hit ever.
Parrot aims to measure the ability of a show to grab the viewer’s attention. The content, genre, a category all is a crucial aspect together with other factors such as casting, age restriction, etc. that may help enhance views.
Construction of a metric to access more data on the excitement factor can be the lottery win to build a good show and capture more viewers.
