Advanced Television

Study: Game Of Thrones has highest ‘franchisability’ 

November 27, 2019

Content demand analytics company Parrot Analytics has unveiled a number of new TV industry metrics now available to its partners to monetise content around the globe, with Parrot Analytics CEO Wared Seger showcasing new data insights revealing series with the highest levels of franchisability and longevity.

Franchisability indicates how much potential for franchises and spin-offs a specific title has based on its longevity (i.e., how well audience demand has held up over time) and its adoption (i.e., how many people have expressed demand for the show), indexed to the franchisability of the average title.

As a production case study, Seger highlights Parrot Analytics’ franchisability metric by focusing on the conclusion of mega hit Game of Thrones. “Spin-off shows are a long industry tradition,” he advises. “But for each success, there are many failed spin-offs. How can we assess whether spin-offs are the right move for HBO? Using our franchisability metric, we found that Game of Thrones has 227 times more spin-off potential than the average show.”

Longevity, in turn, indicates how well demand is maintained over time. To illustrate the concept, Seger points to Netflix’s recent loss of the US rights to Friends and The Office, both of which are still in very high demand: 2.5 per cent of the total US Netflix demand came from Friends and The Office for the period July 2018 to June 2019.

“Losing the classics means potentially losing subscribers, and Netflix can’t simply commission a beloved decades-old sitcom,” notes Seger. “Instead, the strategy was to look for other titles to fill the gap and buying the rights to Seinfeld for US$500 million was designed to do just that. However, according to our data, Seinfeld has about half the longevity of Friends and The Office. It is still in demand, but its demand has been maintained at a lower level compared to these two shows.”

In January 2020, Parrot Analytics will reveal the most in-demand shows in the world at its Second Annual Global TV Demand Awards, taking place at NATPE Miami January 21st, 2020.


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