MBC Research has been a valuable asset in this partnership, providing Parrot Analytics with access to their programming titles and genres, which are utilised to measure their impact among viewers.
MBC Group has announced the renewal of its strategic partnership with Parrot Analytics, the content valuation and global entertainment analytics firm.
This collaboration marks an expansion of Parrot Analytics’ insights into the Arabic-speaking entertainment market, as it works closely with MBC Research to enrich its database with approximately 1,500 Arabic titles. As the Ramadan season commenced earlier this month, Parrot Analytics further enhanced its offerings by incorporating 106 new series and programmes, ensuring comprehensive coverage of all MENA content across platforms during this crucial period.
The inclusion of an Arabic-language library not only enhances Parrot Analytics’ global entertainment metrics but also underscores MBC Group’s commitment to bridging local and regional content with international analytics expertise.
Speaking about the partnership, Amit Devani, Director of Insights EMEA at Parrot Analytics, said: “We are delighted to be renewing our partnership with MBC Group as we continue to build on our Arabic-language content valuation and analytics offering in the region and globally.
“MBC Research has been an asset to this partnership, offering us access to their programming titles and genres, which we utilise to measure their impact amongst viewers. Content valuation is a key asset for any major broadcast network looking to measure and assess its current offerings and shape its content going forward. I look forward to us continuing to work together to provide the very best insights on what audiences want in the years to come.”
As the largest company in the MENA region, MBC Group has spent over three decades developing premium and diverse offerings, including over 17 leading satellite TV channels, three FM radio stations, MBC Studios, and Shahid – the Arabic-streaming platform. Through its investment in highly attractive Arabic-language programming, MBC Group has solidified its position as the number one broadcasting organisation across the region.
Leila Mezher, Senior Manager for Research and Market Intelligence at MBC Group, stated: “Our data-driven approach to programming allows us to understand and anticipate the needs of our audiences, ensuring that MBC Group continues to lead in innovation, engagement, and diverse storytelling. Parrot Analytics allows us to truly understand what works, what doesn’t, what we need to create more of, and what new ideas audiences are looking for.”
Ziad Skaff, Director of Group Research and Audience Intelligence at MBC Group, added: “Audience intelligence is of utmost importance to us, and our partnership with Parrot Analytics offers us the precise content valuation insights and analytics needed. MBC Research has also played a significant role in knowledge-sharing by helping build Parrot Analytics’ library of Arabic-language content for both regional and international markets.”
MBC Group has delivered market-leading drama series that resonate at top-tier levels within key MENA markets. Parrot Analytics has been working with MBC since 2020 to measure the success of these titles, including Rashash (2021), Stiletto (2022), and The Giza Killer (2023). These productions have demonstrated MBC Group’s market dominance and strategic prowess in identifying underserved audiences within its archive.
