Shortly after Spanish director J.A. Bayona’s Oscar-nominated film “Society of the Snow” was released on Netflix and reached a whopping 55.8 million hours of viewing time between January 4th and 7th, English It was the second-longest time ever for a Netflix movie other than – ICEX Spain Trade & Investment, the country’s powerful export and inward investment committee, has announced a new deal with Parrot Analytics.
Under the agreement, Parrot Analytics will offer its services to Spanish producers at a discounted price, increasing platform potential for titles and increasing co-production and sales potential.
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This contract is very meaningful. Parrot Analytics uses a set of engagement metrics across social media and streaming counts to establish demand and value for IP at the regional, territory, and platform level. It is estimated that it analyzes the behavior of 2 billion consumers worldwide.
The agreement comes as “Society of the Snow”’s 55.8 million hours of viewing were the highest of any non-English language film on Netflix, only behind Norway’s “Troll.” The performance of “Society” sparked great word of mouth, Oscar buzz, and stellar reviews.
In another success for the Spanish platform, “Money Heist” spin-off “Berlin” has topped Netflix’s Global Non-English Series chart by a wide margin for the second week in a row.
In March 2021, Spanish President Pedro Sánchez announced the highly ambitious Spanish AVS Hub plan, which would pump €1.6 billion (€1.8 billion) into the country’s audiovisual sector, with EU funding to support the pandemic. It was later prioritized as a key driver of economic recovery.
One effective way is to promote Spain as an international powerhouse. In 2022, Spain hosted the filming of 49 international productions, attracted by the best filming incentives in Europe, according to Profilm, an organization that organizes 18 top producers who shoot foreign productions in Spain. The shoot generated 288.2 million euros ($317 million) in direct investment, more than double the pre-pandemic high of 2016 of 133.6 million euros ($147 million). .
Another growth driver is inward investment in Spain from global streamers, mindful of the potential for Spain’s big series to break through in a market of 570 million Spanish speakers.
Spain is in great form again. According to the European Audiovisual Observatory, in Europe in 2022, most fiction titles commissioned by global streamers were produced in Spain (34) and the UK (32). In 2023, Spanish film and TV titles ranked #1 on Netflix’s Non-English Global Top 10 chart for more weeks (13 weeks) than film and TV titles from any other country in the world except South Korea. it was done.
Spanish titles have huge potential, as highlighted by “Society of the Snow,” “Berlin,” or last year’s “Nowhere.” However, the lack of hard data from many platforms allows producers to, for example, take advantage of opportunities in underserved markets, which is one of the targets of Parrot Analytics reports. We still need guidance on what works where or what is in demand.
“This partnership with Parrot Analytics will help us support Spanish companies in delivering our top local content from Spain to the world,” said Carmen Jordan, Creative Industries Director at ICEX.
Additionally, “Parrot Analytics’ suite of products combines unique insights with comprehensive content supply and demand analysis, allowing our producers and distributors to understand the performance and financial value of their content in specific regions and on specific platforms. We will now be able to predict the contribution and provide the most sophisticated research for Spanish companies,” he added. This tool was previously only available to major studios and streaming platforms. ”
“Our mission is to help consumers connect with the content they love. By working with ICEX, we can further advance this mission in Spain’s vibrant entertainment industry.” said Jaime Otero, vice president of partnerships at Parrot Analytics, who was appointed CEO in May of this year. International expansion of PA.
“As the global market continues to grow its appetite for international content, this partnership will help bring the Spanish company to the forefront of data and technology and support businesses, especially in international sales and co-production.” Otero he added.
The agreement with ICEX follows a services agreement with the British Film Institute announced in July 2023, and Parrot Analytics will provide services to the United States, United Kingdom, France, Italy, Germany and Spain.
Parrot Analytics works with studios led by Lionsgate, Warner Bros. Discovery, NBCUniversal, and Sony Pictures. Media and technology companies take in Amazon, Comcast, and Google. Networks such as Sky and Turner. government agencies such as the Canadian Media Foundation; Streaming services like Max and Prime Video.
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