Executive Director, Media Entertainment Industry Analyst
The NPD Group
Kathi Chandler-Payatt is the Executive Director, Media Entertainment Industry Analyst for the Media Entertainment Practice at The NPD Group, a market research firm providing consumer data and advisory to the world’s most influential companies. Kathi’s point of
view provides insights & thought leadership to content distributors, streaming services, retailers, financial analysts, and others in the entertainment industry based on industry expertise and NPD da ta (10+ years of tracking media entertainment behavior - categories
tracked include digital activity/downloads, purchases, subscriptions, free streaming, rentals and theatrical). Additionally, Kathi’s access to data across the 20 industries NPD tracks gives her a unique perspective on the industry.
Previously, Ms. Chandler-Payatt spent three years at 20th Century FOX TV Distribution as the Executive Director of Worldwide Research and Analytics where she developed the Studio’s SVOD analytics strategy; she successfully rolled out this method across the global licensing team to increase SVOD deal values. Prior to FOX, Kathi worked as a Strategic Data Consultant at Toyota for the SCION marque where she led the strategy and implementation of first party/third party behavioral data projects including data management platforms. Ms. Chandler-Payatt holds a BFA - magna cum laude in Theatre from UC Santa Barbara and an MBA with distinction from UCLA Anderson School of Management. She lives in Los Angeles.