New Parrot Tool Sets Sports Media in Wider Context
August 26 2025
In the US, content valuation and entertainment data firm Parrot Analytics has launched Sports Demand, an advanced sports analytics system promising to help clients understand the global sports media rights landscape; and helping to benchmark and compare its value with other entertainment content.
LA-based Parrot uses audience behavior data sets – including video streaming consumption, social media, blogger platforms, file sharing, and peer-to-peer consumption – to put values on content, talent and IP. Its solutions will tell a client how much any TV show or movie is ‘worth’ on a specific platform in a specific region. Last October it launched Streaming Metrics, which promises deeper understanding of the key metrics that drive financial performance across streaming services.
The new Sports Demand solution, available now to clients worldwide, is built on the firm’s core demand measurement technology and offers actionable insights to rights holders, teams, broadcasters, streamers and sponsors. The tool can be used to study market-by-market fan engagement, justify valuations, and optimize ROI from sports audiences. The firm says early users include sports leagues completing substantial streaming deals, and network operators launching new direct-to-consumer sports services.
Crucially, Parrot says sports audiences must now be understood in the context of the entire attention economy, given that sports compete directly with other content including movies and TV shows, for eyeballs and dollars. The company’s DEMAND360 platform allows for benchmarking of sports against entertainment content, and athletes against on-screen talent, country-by-country worldwide.
CEO Wared Seger (pictured) comments: ‘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, standardised framework. ‘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.’
Web site: www.parrotanalytics.com .