Parrot Analytics CEO Wared Seger, interviewed by Variety co-editor-in-chief Andrew Wallenstein, explained how Parrot measures the popularity of a given TV series at the Variety Massive Summit Presented by Deloitte.

Seger highlighted the difficulty of measuring popularity, considering the fragmentation of audiences across multiple OTT platforms. He pointed out the relative importance of the “genome” of the piece of content — which includes all its internal characteristics, like themes and music used in the show — and its relationship to the consumer, as well as environmental factors that can influence consumers.