Parrot Analytics

Early Funding Path

Angel → Series A

First Customers

Media companies

Founded (Year)

2014

Key Tactics

Data‑driven insights

Type

Media analytics

Vertical

B2B SaaS

Website

parrotanalytics.com

The company raised seed and “pre-series-A” rounds; its team grew from about six to fifteen people with backing from investors in New Zealand, Australia, and the U.S.

Early customers included broadcasters such as the BBC, which used Parrot Analytics’ demand metrics to identify international markets.

Startup Rollercoaster

The Spark

Co-founders Wared Seger and Chris Riddell founded Parrot Analytics in 2013 to develop AI-driven demand metrics, giving media executives a way to measure audience demand across fragmented platforms.

The Peak

Broadcasters adopted their system, which synthesises multiple data sources into a single “Demand Rating.” Parrot grew its team from about six to fifteen people and raised both seed and pre-series-A funding to scale globally.

The Drop

Gaining trust from traditional broadcasters was slow, as they were skeptical of new metrics. Handling massive volumes of data and ensuring measurement accuracy across geographies and platforms posed technical and operational challenges.

The Reset

Parrot refined its algorithms, added natural-language processing and machine-learning improvements, and expanded beyond TV into movies, books, and games to broaden its value.

The Discipline

The company invested in research, client relationships, and transparency of methodology. It focused on delivering actionable insights, maintaining quality, and protecting its demand measurement process.

The Climb

Parrot Analytics became a trusted partner to media owners and broadcasters worldwide. Its early discipline in data science, product, and credibility built a foundation for stable revenue and ongoing growth.

New Zealand Start-a-Startup Wiki