Sr Analyst, Insights Strategy & Analysis

Sony Pictures Television is seeking a Senior Analyst for its Insights Strategy & Analysis Team, focusing on Drama (Superhero, Sci-Fi, Fantasy) & Unscripted series. This role involves working consultatively with executives and cross-functional teams to provide insights that drive creative development, content strategy, and marketing. The Senior Analyst will be an expert on the entertainment marketplace, commissioning trends, customer needs, and audience tastes, using various data sources to support series throughout their lifecycles and guide content creation.

Must Have

• 3-5+ years experience in media & entertainment research
• 3-5+ years experience in consumer insights/market research
• Bachelor’s degree required
• Design primary research studies (qualitative & quantitative)
• Produce regular performance reporting and custom analyses
• Maintain familiarity with entertainment landscape/industry trends
• Leverage studio tools and data sources for content insights
• Analyze TV landscape, genre trajectories, and audience growth
• Utilize social media listening for audience insights
• Utilize syndicated consumer & audience insight tools
• Enrich and validate multiple data sources
• Strong presentation skills for data narratives

Good to Have

• Experience with Luminate, Studio Systems and Ampere
• Familiar with tools like Talkwalker, Tubular, and TikTok analytics

Perks & Benefits

• annual incentive and/or comprehensive benefits

Sony Pictures Television is looking for a Senior Analyst to join our Insights Strategy & Analysis Team, supporting Drama (Superhero, Sci-Fi, Fantasy) & Unscripted series. The world’s largest independent studio, Sony Pictures Television, produces original content for linear networks and digital platforms. Our series – from dramas like THE NIGHT AGENT, THE LAST OF US, and THE BOYS, to comedies like PLATONIC, to unscripted series like JEOPARDY!, SHARK TANK, and AMERICAN IDOL – are beloved by our fans and customers worldwide.

As part of the SPT Insights, Strategy, and Analytics team, the Sr Analyst will work in a consultative manner with senior executives and cross-functional teams to deliver insights that inspire creative development, content strategy, and marketing. This role will be a key member of a team that are experts on the entertainment marketplace, commissioning trends, customer needs, and audience tastes. This Sr Analyst will elevate the voice of the consumer and provide strategic content insights that support Sony Pictures Television’s success in our unique role as an independent studio. Using secondary & syndicated data, primary research, ratings & consumption data and social listening, the Manager will support key SPT series throughout their lifecycles and will be responsible for actionable insights and strategies in supporting trend identification, landscape opportunity analysis, concept and pilot testing, content positioning, content promotion & launch / post launch analyses. This role will play a meaningful and visible role in guiding content creation, optimizing audience engagement, and making our content the best it can be. The Sr Analyst, Insight, Strategy & Analytics will report to the Director, Insight, Strategy & Analytics – Superheroes, Sci-Fi, Fantasy; Unscripted.

Responsibilities

The analyst will support the team/Director on SPT Superhero, Sci-Fi, Fantasy, and Unscripted series. Working with the team/Director, the analyst will have a keen understanding of genre trends and opportunities – conducting qualitative and quantitative primary research studies and tracking series’ performance to optimize departmental development slates, understand landscape genre trends, uncover audiences’ views on pilots, and to improve the sell-ability, marketing, and performance of pitches and current series.

• Approach answering key business questions with a holistic approach to gather strategic insights - from primary research, to viewing / consumption data analysis, to social analytics.
• Partner with broader data analytics teams as needed for larger scale projects and advanced analytics
• With guidance from team/Director, design primary research studies to test concepts, pilots, and series end to end – both qualitative & quantitative
• Produce regular performance reporting and create additional custom analyses as necessary for SPT across drama series (superhero, sci-fi, fantasy) & lifestyle (unscripted) series
• Maintain a familiarity with entertainment landscape/industry trends
• Leverage studio wide tools and data sources to deeply understand content performance, content trends and audience engagement
• Analyze the TV landscape, genre trajectories & audience areas of growth / opportunity for development & production – using Nielsen, Ampere and other 3rd party datasets
• Utilize social media listening to understand audiences’ needs and test hypotheses about content, including development & marketing opportunities
• Utilize syndicated consumer & audience insight tools to answer content, development & landscape questions
• Enrich and validate multiple data sources to maintain data quality and support the production of new reports and dashboards
• Strong presentation skills, able to tell data narratives that are strategic, succinct & visual, with a clear POV, to increase engagement & adoption of insights & data across the business

Qualifications

• 3-5+ years experience in media & entertainment research
• 3-5+ years experience in consumer insights/market research (qualitative and/or quantitative primary research methods)
• Passion for film and television!
• Some foundational knowledge of entertainment/TV landscape, including linear networks, streaming landscape, and other digital/emerging media platforms
• Experience with Nielsen Ratings (NNTV, NPower, SVOD Content Ratings, Total Content Ratings), Ad Intel, Fast Affiliates; experience with Luminate, Studio Systems and Ampere are a plus
• Experience with social and YouTube measurement to report on social campaign performance, identify trending content and audience behaviors and familiar with tools like Talkwalker, Tubular, and TikTok analytics
• Experience working with large data sets
• Proficiency with analytical tools like Tableau and in Microsoft Office suite (PowerPoint, Excel, Outlook, Word)
• Able to distill and effectively communicate complex information clearly and concisely
• Advanced writing skills and ability to synthesize information and tell stories with data
• Skilled at data visualization and creating impactful presentations and deliverables
• Exceptional organization, time management, and project management skills
• Confident presence – strong communication skills (verbal, written, listening)
• Flexible, collaborative personality, quick learner, and strong, proactive work ethic
• Self-starter with passion, energy, enthusiasm, curiosity, and a growth mindset
• Bachelor’s degree required, preferably in the fields of Marketing, Economics, Social Sciences, Statistics, Data Sciences, or related fields