Game Of Thrones sets ‘franchisability’ standards | Ratings/Measurement | News | Rapid TV News
By continuing to use this site you consent to the use of cookies on your device as described in our privacy policy unless you have disabled them. You can change your cookie settings at any time but parts of our site will not function correctly without them. [Close]
During its epic run, Game Of Thrones has racked up record after record and even though the series ended on something of a flat note, research from Parrot Analytics has revealed that the series boasts the highest levels of franchisability and longevity.
parrot GOT 26Nov2019
Explaining the new metrics that it said could help TV firms monetise content, Parrot defined franchisability as indicating how much potential for franchises and spin-offs a specific title has based on how well audience demand has held up over time and its adoption, that is how many people have expressed demand for the show, indexed to the franchisability of the average title.

As a production case study, the analyst highlighted Parrot Analytics’ franchisability metric by focusing on the conclusion of mega hit Game of Thrones. “Spin-off shows are a long industry tradition,” said Parrot Analytics CEO Wared Seger. “But for each success, there are many failed spin-offs. How can we assess whether spin-offs are the right move for HBO? Using our franchisability metric, we found that Game of Thrones has 227 times more spin-off potential than the average show.”

To illustrate the concept of longevity, Parrot pointed to Netflix’s recent loss of the US rights to Friends and The Office, both of which are still in very high demand. It calculated that 2.5% of the total US Netflix demand came from Friends and The Office for the period July 2018 to June 2019.

“Losing the classics means potentially losing subscribers, and Netflix can’t simply commission a beloved decades-old sitcom,” Seger added. “Instead, the strategy was to look for other titles to fill the gap and buying the rights to Seinfeld for US$500M was designed to do just that. However, according to our data, Seinfeld has about half the longevity of Friends and The Office. It is still in demand, but its demand has been maintained at a lower level compared to these two shows.”