23 AUG 2021

Parrot Analytics launches global Talent Demand measurement

The company has further expanded its analytics suite Demand360 with the launch of Talent Demand, which offers daily updated audience demand analytics for thousands of talent across all professions.

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Global audience demand measurement company Parrot Analytics has further expanded its analytics suite Demand360 with the launch of Talent Demand, which offers daily updated audience demand analytics for thousands of talent across all professions – from up-and-coming actors and athletes to the world’s leading musicians, youtubers and personalities in over 100 countries around the world.

For the first time ever, Talent Demand gives decision makers the power to determine which talent, including rising stars, will be the true value drivers for their projects. Talent Demand is also designed to empower talent to understand their global fanbase with more granularity than ever before. 

“It’s now time we turn our focus to the next slice of the entertainment industry sorely in need of an upgrade when it comes to the question of audience preferences. This time, instead of focusing on the ‘what’, we focus on ‘who’. It’s always been our purpose to connect creators with consumers, and Talent Demand will accelerate this mission by helping creators, talent and executive decision makers evaluate the right talent mix to bring their stories to life. By providing a measure of demand for talent, we open the door to transparent negotiations about casting, marketing, valuations, and of course, headline-worthy deals,”  said Wared Seger, CEO of Parrot Analytics.

Similar to TV Demand, the global audience measurement currency used by leading media companies to value entertainment content, Talent Demand aggregates global and country-specific demand factors for any talent to determine their precise audience demand relative to their peers, in any market.

“We have developed Talent Demand by working closely with our customers. To what degree is talent impacting the likelihood of a title succeeding? Which IP is best suited for certain talent? What kind of value will this talent be driving for the franchise? With Talent Demand we can start to answer these kinds of questions and many more, on a global scale,”  commented Renee Engelhardt, Global Partner Insights Director at Parrot Analytics.

Lastly, Alejandro Rojas, Director of Applied Analytics for Parrot Analytics, declared: “Quantifying talent contribution across the entertainment value chain is another step to advance the industry in the direction that audiences value. Talent demand speaks to stakeholders, such as brands and content creators, in a language that resonates well with audience needs and aspirations. Listening to audiences is no longer a choice but a must, and products like Talent Demand will help create a future where business and culture move forward for the benefit of all”.

●   TALENT DEMAND IN ACTION

A preliminary look at the most in-demand actors in the United States and around the world revealed the differences in audience tastes - and thus content opportunities - between US and global audiences.

Bollywood stars clearly stand out as the world's most in-demand actors. Over the last 30 days, Indian actors accounted for each of the top three, and eight of the top ten most in-demand actors around the world.  This reveals the soaring value of Indian talent and content, as major streamers such as Netflix, Amazon Prime Video, and Disney+ attempt to make inroads in the Indian streaming and entertainment market.

The list of most in-demand actors with US audiences reveals how valuable being part of the Marvel Cinematic Universe - whether in theatres or on Disney+ - can be to individual actors. For example, “Loki” star Tom Hiddleston has been the most in-demand actor in the United States over the last 30 days with 46.6x more demand than the average actor in the country.

Four of the top ten US actors have had significant roles in Marvel projects, including Chris Evans (40.5x), Zendaya (40.1x), and Scarlett Johansson (36.2x). Rounding out the top ten is 20th Century icon Marilyn Monroe (33.2x), revealing the longevity and timelessness of her appeal to American audiences, and the potential value to streamers in adding her films to their libraries and catalogs.

It’s now time we turn our focus to the next slice of the entertainment industry sorely in need of an upgrade when it comes to the question of audience preferences” Wared Seger CEO of Parrot Analytics