Parrot Analytics Partners with Guinness Book of World Records

Parrot Analytics, a big data analytics firm that uses a proprietary formula to measure demand for digital originals and TV shows, on Aug. 28 announced a partnership with  Guinness World Records to identify the most in-demand programs in the world.

Designated by Guinness World Records as “Officially Amazing,” HBO’s “Game of Thrones” was determined to be the most in-demand show in the world, while Netflix’s paranormal thriller “Stranger Things” was the most in-demand digital original series in the world in 2017. The two series are included in the Guinness World Records 2019 edition, which will be available for purchase in book stores and online on Sept. 6, 2018.

Parrot Analytics  measures global demand for TV content through a wide variety of data sources, including video streaming, social media activity, photo sharing, blogging, commenting on fan and critic rating platforms, and downloading and streaming via peer-to-peer protocols and file sharing sites.

“It is an honor to work with the venerable Guinness World Records,” said Wared Seger, CEO of Parrot Analytics. “We were delighted that the Guinness World Records team chose to work with us to determine the most in-demand TV shows in the world and that they saw the value in relying on the industry’s established global cross-platform TV demand metric to gain a truly holistic and empirical view of what is resonating with viewers worldwide.”

“Parrot Analytics is taking our methodology of gauging record-breaking designations to a whole new level,” said Craig Glenday, editor in chief of Guinness World Records. “Their audience demand measurement system goes far beyond the days of surveys and questionnaires and utilizes big data and AI to look at the numerous ways consumers express their demand for content. This year, by adding the category for digital originals, we will really get an idea of how much the world’s video consumption has changed.”

Parrot Analytics has previously quantified “Game of Thrones” as the Most In-Demand TV Show in the World in the 2018 edition of the Guinness Book of World Records. This year, a new category for digital original shows was added to include original series produced by streaming services like Netflix, Hulu, and Amazon.

The 2019 Guinness World Records is available for purchase in 22 languages around the world.