Telefilm Canada has partnered with Parrot Analytics to use its audience demand data to support its decision-making from concept funding to marketing and distribution.

Parrot Analytics is a global analytics firm that measures audience demand to help determine global supply and demand across platforms. The partnership was announced on Wednesday (March 6).

Key areas of interest for Telefilm are audience demographics and sentiment, coproduction viability, marketing campaign effectiveness, and data on the overall success of a movie, according to a news release.

“Parrot Analytics’ data enables us to assess the global audience sentiment towards films,” said Francesca Accinelli, SVP, strategy and industry development at Telefilm, in a statement. “From a film’s initial reception in the festival circuit to its theatrical release, followed by paid platforms and TV broadcasts, this tool offers insights that will inform our program strategies and initiatives. Enhancing our collaborations with the industry, this data will further our understanding of audience segmentation and travelability, playing a crucial role in the success of Canadian and Indigenous cinema.”

Renee Engelhardt, VP, partner insights at Parrot Analytics, added that the partnership will enable Telefilm to “to gain deeper audience insights to support filmmakers and maximize the impact of their content both domestically and internationally.”

The analytics firm also has an established partnership with the Canada Media Fund, which formed an Analytics and Strategic Insights group in 2022-23 as part of its three-year data strategy to incorporate data-centric models in its decision-making and reporting.

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