• by Alex Weprin , April 16, 2019

One of Hollywood’s top talent agencies, Creative Artists Agency (CAA) has tapped the data science company Parrot Analytics to provide data around entertainment content and consumption.

Under the terms of the deal, Parrot will provide CAA with access to an advanced dataset that pulls data from streaming video platforms, social-media platforms, photo-sharing websites and blogging platforms.

It then uses that data to create “a holistic content demand measurement tool that highlights how content resonates with consumers,” according to the company.

The data spans more than 100 countries, 100 languages and includes 3.5 trillion data points. 

CAA and its agents will be able to leverage the data to determine the audience demand for shows, movies and individual clients, giving the agency new leverage in negotiations.

With streaming services like Netflix and Amazon Prime Video proliferating, while not subscribing to traditional metrics from companies like Nielsen, third parties have stepped up to try and measure the success of programs on steaming platforms.

That data has been of particular interest to talent agencies and Hollywood unions; both are trying to derive a value on that programming for their clients and members.

On Monday, 7Park Data announced a deal to provide data on streaming content to the actors union SAG-AFTRA.

“By leveraging the power of global content demand analytics, we can give CAA’s data science teams access to our state-of-the-art datasets, allowing the agency to continuously drive its clients’ ideas, interests and opportunities forward,” says Parrot Analytics CEO Wared Seger.