"With Parrot’s data, we can confidently select content that suits each airline’s unique passenger profile, streamlining our entire selection process. Whether it’s a Hollywood blockbuster or the latest regional hit. Parrot’s insights help us create a truly differentiated content offering for every client." - Vitor Brito, Partnerships & Acquisitions Manager

Key Impact Metrics

50% reduction in negotiating time on behalf of clients
One week saved in content selection per content cycle
Increased client acquisition and proposal win rate

Background

Touch, a leading content service provider (CSP) for airlines worldwide, curates and licenses inflight entertainment (IFE) content for a diverse portfolio of airline clients, each with unique passenger preferences, demographics and budgetary requirements. With a content window lagging theatrical and streaming releases by four months, Touch needed a solution to predict content performance to curate and program content optimally as well as secure new clients.

Challenge

Touch needed to address several key challenges:

Predict content performance: Accurately forecasting the inflight success of movies once they have been released in theatres or on streaming platforms.
Streamline content selection: Curating content tailored to specific airline passenger demographics and preferences.
Negotiate licensing deals: Justifying fair content valuations and streamlining negotiations with distributors, especially for high-value titles.
Improve operational efficiency: Shorten content selection and acquisition workflows with tight deadlines.
Demonstrate value to clients: Showcasing data-driven decision-making to secure new clients and reinforce existing partnerships.

Solution

Touch partnered with Parrot Analytics to leverage the power of DEMAND360 Enterprise, the industry's most comprehensive entertainment analytics platform. This solution provided:

Content demand analytics: Access to global content demand data, enabling Touch to assess the popularity and potential inflight success of titles across various markets.
Audience demographics: Insights into the age and gender demographics of content audiences, allowing for targeted content selection aligned with airline passenger profiles.
Differentiated content curation: Deep dives into specific regional markets to identify high-demand local and international content, enhancing content diversity. This brings a unique and differentiated content offering to clients beyond Hollywood content.
Plexi AI-powered search: Streamlined content discovery and analysis through an intuitive AI-powered analytics platform.

Impact

The partnership between Touch and Parrot Analytics yielded significant results:

Enhanced negotiation power: DEMAND360 data enabled Touch to justify fair content valuations and shorten negotiation timelines with distributors, reducing negotiation time by up to 50%.
Improved operational efficiency: Efficient search, filtering and analysis capability, including Plexi, accelerated the content selection process, saving approximately one week per content cycle.
Increased client acquisition and proposal win rate: Data-driven insights empowered Touch to refine its content strategy proposals, leading to a higher success rate in securing new clients.
Improved client relationships: Touch leveraged Parrot Analytics data to demonstrate value to airlines during editorial meetings and quarterly business reviews (QBRs), strengthening client relationships.

"Parrot’s data makes us and our clients more intelligent. We use Parrot’s data to negotiate on behalf of our clients. Before using Parrot’s data this used to take up to a month, and now we are able to do it in two weeks or less, ending up with better terms and stronger outcomes." - Vitor Brito, Partnerships & Acquisitions Manager

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This case study demonstrates how Touch leveraged Parrot Analytics' data analytics solutions to optimize its content acquisition strategy, streamline operations, and improve client relationships, solidifying its position as a leading content service provider in the airline industry.