Parrot Analytics launched Sports Demand, the industry’s most advanced global sports analytics system. Built on Parrot Analytics’ proprietary demand measurement technology, Sports Demand delivers actionable insights to rights holders, teams, broadcasters, streamers, and sponsors - empowering them to navigate the increasingly complex sports media rights landscape. “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, standardized framework,” said Wared Seger, CEO of Parrot Analytics. “By integrating Sports Demand into DEMAND360 alongside our TV, Movie, and Talent datasets, we’re giving streamers, broadcasters, and rights holders the empirical foundation to weigh cross-vertical investments with confidence.”
Sports rights values are surging, as shown by recent multi-billion-dollar deals, with Paramount’s $7.7B, seven-year agreement for UFC events, WWE’s $1.6B partnership with ESPN, and the NFL’s equity-for-assets swap with ESPN/Disney that adds more NFL content to Disney+ and Hulu. These record-breaking transactions underscore the scale of the opportunity - and why rights holders and buyers alike need more rigorous, data-driven valuation systems. Early clients of Sports Demand include professional sports leagues that have recently negotiated landmark streaming deals, as well as network operators launching new direct-to-consumer sports services. By integrating audience demand into decision-making, Sports Demand helps both buyers and sellers of rights understand market-by-market fan engagement, justify valuations, and generate stronger ROI from sports audiences.
With rights fees soaring, it’s no longer enough to value sports properties in isolation, their price must be understood in the context of the entire attention economy, where sports compete directly with TV shows, films, and other entertainment for audience time and spend. Sports Demand quantifies audience demand across leagues, teams, and athletes worldwide, market by market, using Parrot Analytics’ proprietary global demand measurement system. Integrated with Parrot Analytics’ existing TV, Movie, and Talent global measurement systems, the company’s DEMAND360 platform is the only solution that enables global, country-specific benchmarking of sports against entertainment content, and athletes against on-screen talent.
For over a decade, Parrot Analytics has helped the world’s largest platforms, studios, and the buyers and sellers of entertainment IP shape high-value licensing and distribution deals. The company’s proprietary streaming valuation system has become the industry standard for integrating audience demand into valuation models that assess subscriber acquisition, retention, and revenue impact. Sports Demand brings this proven methodology and commercial expertise to the global sports marketplace, laying the foundation for data-driven, empirical valuation of sports rights worldwide.
The key capabilities of Sports Demand include:
- Global fan mapping and market sizing – Measure demand for sports competitions, leagues, teams, and athletes across 100+ markets to identify growth territories and guide rights packaging strategies.
- Integrated sports-entertainment benchmarking – Compare sports demand directly against TV shows, films, and entertainment talent, enabling cross-vertical ROI analysis for acquisition and programming strategies.
- Empirical rights valuation foundation – Use live audience demand data as the core input for valuation models, bringing consistency and rigor to negotiations and investment planning in a rights market where deal values are soaring.
- Content and engagement optimization – Pinpoint which sports content formats and experiences sustain engagement between events and drive off-season monetization.
- Sponsor and partner alignment analysis – Quantify how audience demand changes with performance, storylines, and media exposure to secure higher-value sponsorships and brand partnerships.
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