Television Academy Names Parrot Analytics Official Insights Partner
ENTERTAINMENT
Television Academy taps Parrot Analytics as official Insights Partner.
The Television Academy has announced a strategic partnership with Parrot Analytics, naming the company its official insights partner. As the global leader in IP valuation and entertainment analytics, Parrot Analytics will provide the Academy with deep audience intelligence, valuation modeling, and brand affinity insights to strengthen strategic planning for the Emmy® Awards and broader year‑round initiatives.
A Partnership Designed to Strengthen Strategic Decision‑Making
Through this collaboration, Parrot Analytics will help the Academy better understand audience composition, demand, sentiment, and affinity across key markets. These insights will support decisions related to programming, outreach, membership engagement, and partnership development. The Academy emphasized that while Parrot Analytics will inform strategic planning, the partnership will not influence Emmy competition or voting processes.
Susan Spencer, Chief Marketing Officer and Senior Vice President of Media and Brand Management at the Television Academy, noted the importance of timely intelligence:
“As the television landscape continues to evolve, timely insight is essential to how we plan for the Academy’s year‑round initiatives.”
Why Parrot Analytics? A Global Leader in Entertainment Intelligence
Parrot Analytics measures audience behavior across more than 2 billion people worldwide, offering enterprise‑grade analytics that reveal how content, talent, and brands connect with audiences across platforms and markets. Its proprietary dataset spans social engagement, video consumption, research signals, and global demand trends, giving partners a comprehensive view of entertainment performance.
CEO Wared Seger highlighted the significance of the partnership:
“For nearly 80 years, the Television Academy has set the standard for celebrating excellence in television. We are honored to bring our expertise in valuation, audience demand and brand affinity to support the Academy’s strategic priorities.”
Supporting the Academy’s Mission in a Rapidly Changing Landscape
As television continues to evolve across streaming platforms, global markets, and shifting audience behaviors, the Academy is investing in tools that help it stay ahead of industry trends. Parrot Analytics will provide:
Audience reach and composition insights
Demand and sentiment analysis
Valuation modeling for content and talent
Brand affinity research
Strategic briefings for year‑round planning
These insights will help the Academy assess distribution opportunities, identify emerging content trends, and strengthen partnerships across the entertainment ecosystem.
Enhancing Televerse and Other Academy Initiatives
The partnership also supports the Academy’s programming, including Televerse 26, where Parrot Analytics executives lead panels on global IP trends and audience behavior. These events help industry leaders understand how stories travel across borders and how global demand shapes development pipelines.
Data‑Driven Future for Television Excellence
By naming Parrot Analytics its official insights partner, the Television Academy is embracing a more data‑driven approach to understanding audience engagement and cultural impact. The collaboration strengthens the Academy’s ability to plan strategically, support its membership, and uphold its mission of celebrating excellence in television.
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