Applying AI & Machine Learning to
Media & Advertising
June 8, 2023
Alejandro Rojas
VP of Applied Analytics at Parrot Analytics
Based in New York, Alejandro is the Vice President of Applied Analytics at Parrot Analytics where he covers industry dynamics and builds analytical models to help leading entertainment companies decide where to invest and how to value content libraries based on Parrot’s proprietary consumer demand and supply measurement systems. Alejandro is a former McKinsey consultant who was also a TV executive producer. He earned his Master’s Degree in Information and Data Science from the University of California, Berkeley; his MBA from MIT Sloan School of Management; and his BSE from Duke University and is a current member of the International Academy of Television Arts and Sciences.
WATCH LIVE: JUNE 8 @ 4:20PM – 4:50PM ET
Unbundling the Value of Content
Video streaming services like Netflix, Hulu and HBO Max offer large content catalogs to attract and retain subscribers. By capturing and analyzing consumer demand signals on a wide array of sources, from social media chatter and online search to piracy streams, we can value the worldwide revenue contribution made by any individual TV show or movie available on any of these services.
In this talk, we will show how a strong correlation between demand signals and streaming subscriptions lead us into the development of a content valuation framework that calculates the historic and future revenue contributed by any title (TV series or movie) available on a streaming service.
We will also present a linear model that estimates subscriptions and revenue for streaming services like Apple TV+ that do not make this information available to the public.
Finally, we will also showcase an attribution model that leverages peer-to-peer network behavior to uncover the relative weight and influence that a specific title has in attracting and retaining subscribers for any streaming service.