¿Qué determina el éxito de un producto en la era de la televisión por Internet? ¿Se ha superado el modelo del contenido de proximidad? ¿Cuáles son los retos de producir para una audiencia cada vez más fragmentada y a la vez globalizada? En este informe de Parrot Analytics, presentado en el 17 Foro de Innovación Audiovisual, se aborda el impacto de los nuevos modelos de distribución digital y su influencia en la exportabilidad de productos, a partir de casos de éxito recientes como La casa de papel o Dark, entre otros.
3. Venezolano con post-grado
en MIT, y la Universidad de
California - Berkeley, con
experiencia como productor
ejecutivo de Series de TV &
en desarrollo de
aplicaciones de Machine
Learning.
4. Nuestro equipo se compone de
líderes de la industria,
creadores e investigadores.
Socios fundadores del MIT
Media Lab y Weta Digital. Junta
Directiva incluye ex-presidentes
de Sony Pictures y AMC
Networks.
14. Descomponemos el Contenido en sus Elementos Básicos
Parrot Analytics Content Genome
Internal Factors
Genre Micro-
Genre
Mood
Setting
Plot
Director
Showrunner
Story
Arc
Uniqueness
Language
Time
Period
Original
Country
Characters
Type
Run
Time
Creator
Studio Prod.
Co.
Profanity/
Nudity
Music
Cast
Subjects
Theme
Consumer
16. La Ciencia de la Popularidad como Fuente de Aprendizaje
16
Genre Micro-
Genre
Mood
Setting
Plot
Director
Showrunner
Story
Arc
Uniqueness
Language
Time
Period
Original
Country
Characters
Type
Run
Time
Creator
Studio Prod.
Co.
Profanity/
Nudity
Music
Cast
Subjects
Theme
¿Es Exitoso? ¿Por qué?
17. La Ciencia de la Popularidad para Predecir e Influir
17
Genre Micro-
Genre
Mood
Setting
Plot
Director
Showrunner
Story
Arc
Uniqueness
Language
Time
Period
Original
Country
Characters
Type
Run
Time
Creator
Studio Prod.
Co.
Profanity/
Nudity
Music
Cast
Subjects
Theme
¿Qué Acciones Tomar? ¿Aumenta Probabilidad de Éxito?
27. Fase 2: Crecer
Subscriber numbers and average US demand for Hulu originals
USSubscribers
0
4,250,000
8,500,000
12,750,000
17,000,000
DemandExpressions
0
500,000
1,000,000
1,500,000
2,000,000
6/2/20 7/7/20 8/11/20 9/15/20 10/20/20 11/24/20 12/29/20 2/2/21 3/9/21 4/13/21 5/18/21 6/22/21 7/27/21 8/31/21 10/5/21 11/9/21 12/14/21
Subscribers
Demand
June 2016- July 2017
Para Consolidar Crecimiento Cada Serie Debe Subir El Promedio
28. Fase 3: Adquirir y Retener
28
Gestión de portafolio de contenidos
29. Daily US demand for Netflix's top 10 titles
Oct 1st 2017 – March 31st 2018
DemandExpressions
0
22,500,000
45,000,000
67,500,000
90,000,000
10/2/2021 10/14/2021 10/26/2021 11/7/2021 11/19/2021 12/1/2021 12/13/2021 12/25/2021 1/6/2022 1/18/2022 1/30/2022 2/11/2022 2/23/2022 3/7/2022 3/19/2022 3/31/2022
Orange Is The New Black Stranger Things Dark Daredevil Mindhunter Marvel's The Punisher 13 Reasons Why
Marvel's Jessica Jones Narcos The Crown
Fase 4: Ganar escala global dominante
Lanzamiento Frecuente de Nuevas Series o Nuevas Temporadas
30. Fase 4: Ganar escala global dominante
Subscriber numbers and average US demand for Netflix originals
USSubscribers
0
15,000,000
30,000,000
45,000,000
60,000,000
DemandExpressions
0
1,000,000
2,000,000
3,000,000
4,000,000
12/2/2019 1/22/2020 3/13/2020 5/3/2020 6/23/2020 8/13/2020 10/3/2020 11/23/20201/13/2021 3/5/2021 4/25/2021 6/15/2021 8/5/2021 9/25/2021 11/15/2021
December 2015 – December 2017
Producciones Enfocadas en Nichos aún por Penetrar
31. Fase 4: Ganar escala global dominante
Source: Quartz (https://qz.com/1185744/netflix-raised-prices-and-more-people-signed-up-than-ever-in-q4-2017/)
US and international Netflix subscriber numbers
Million
0
30
60
90
120
Dec '15 Mar '16 Jun '16 Sep '16 Dec '16 Mar '17 Jun '17 Sep '17 Dec '17
US International
Combined 57%
increase in 2 years
109% increase in 2
years
22% increase in 2
years
Producciones Locales para Crecer Internacionalmente
32. Fase 4: Ganar escala global dominante
32
Producciones con Alto Potencial para Viajar
33. Fase 4: Ganar escala global dominante
33
Producciones Re-empaquetadas para Ventana On-demand
45. El Grado de Atractivo General vs de Nicho
45
Niche content
Mainstream content
46. La Lealtad que Genera y su Integración al Resto del Contenido
46
Niche content
Mainstream content
High loyalty
Low affinity
Low loyalty
High affinity
49. La Relación entre los Contenidos de Género de un Network
49
The Crown
Netflix Dramas
50. La Relación entre Contenidos Dirigidos a una Misma Audiencia
50
Sense8
13 Reasons Why
Ignobernable
The Crown
The OA
Mindhunter
Las Chicas del Cable
Degrassi
House of Cards
Netflix Dramas Dirigido a
Mujeres
51. Ingredientes del Éxito de Contenido
Televisivo
ale@parrotanalytics.com - @venamax - @parrotanalytics
52. What is “demand” for content?
‘Demand’ for content is essentially the dictionary definition: it is the desire, engagement and viewership by consumers for a particular commodity. Demand for television
content is what drives transactions and consumption on all platforms, such as linear TV, PayTV and SVOD services.
Consumers express their demand for television shows through a multitude of ‘demand expression’ platforms, including social
media, video streaming, photo sharing, blogging and micro-blogging, fan and critic rating platforms, peer-to-peer protocols
and file sharing sites.
We capture these expressions of demand from all of these sources, weight them according to how much demand they
represent (a crucial step, unique to Parrot Analytics, which allows us to filter out the ‘noise’) and combine them into a
single country-specific measure of demand.
The Demand Expressions® quantify the
weighted audience demand for a title, in a
market (regardless of which platform the title
airs on)
NOW, WE CAN BEGIN TO UNDERSTAND TV CONTENT LIKE
NEVER BEFORE
Global Demand Measurement
53. insights@parrotanalytics.com 1 877 624 7109 parrotanalytics.com Twitter: @ParrotAnalytics
Parrot Analytics is a technology and data science company that measures global demand for television
content. Its Demand Measurement System is leveraged by leading global media organizations to
understand global demand for content across their (and their competitors’) portfolios, enabling them to
increase the yield on their investments, acquisitions, marketing and distribution strategies to ultimately
stand out in a crowded market through an unprecedented understanding of global content popularity.
Global Demand Measurement
Cross-Platform, Country-Specific, Real-Time