As an entertainment executive, it is important to stay on top of the latest trends in TV series and respond to audience demand in real-time. Parrot Analytics' demand data can help you answer many critical content and programming decisions. In the case of "A Current Affair," we can use demand data to illustrate the impact of recent changes in audience demand on that show. Here are some examples of how demand data can help you make more informed decisions:
1. Content valuation: Using demand data, executive producers, programming directors and heads of programming for OTT, SVOD, linear networks, and pay TV networks can quantify the platform-specific marginal revenue contribution and how a title drives engagement across the rest of the catalogue. You can also estimate the value of exclusivity and cannibalization of audiences if a title is available on multiple services. For example, demand data can reveal the dollar value contribution of "A Current Affair" to any platform in any region and calculate its ROI.
2. Audience insights: Demand data can inform decisions related to supply and demand, such as which types of content exhibit opportunities to acquire or produce. You can also identify "A Current Affair"'s most loyal fans and demographic information of your audience. Demographic data could be helpful in increasing audience engagement in the future.
3. Strategic content decisions: Demand data can uncover under-monitored titles and help find new markets and strategies for content distribution. You can also use the data to compare the performance of "A Current Affair" against other similar productions available in the market, or to optimize your pre-release marketing.
4. Programming decisions: An OTT, SVOD or linear network needs to evaluate which titles should be acquired to keep the current audience happy or grow its audience. Demand quantifies taste clusters, cannibalization rates and understanding which shows will help reach new subscribers.
Using the demand data for "A Current Affair" in Australia, we can understand that over the past month, its popularity has increased, with demand spiking in late October 2023. "A Current Affair" achieved an outstanding audience demand, with 10.2 times the audience demand of the average show in Australia over the last 30 days; only 2.7% of all TV shows have this level of demand. We can also see from the data that this show ranks at the 99.8th percentile in the social genre, making it an excellent influencer of opinions. This level of social influence can also be used to promote other programs on the same platform or network. Additionally, we can see that audience demand decreased by 40.2% during October, creating an opportunity for OTT or SVOD platforms to suggest related content to the audience, promoting real-time engagement.
Finally, we can also assess "A Current Affair"'s performance on a global scale. Despite its outstanding demand in the Australian market, the show has okay demand in other major markets such as the US, India, UK, Nigeria and Pakistan. With "A Current Affair" being a long-running show, Parrot Analytics' demand data can help content executives, production companies and talent agents make informed decisions about its sustainability. Longevity is one of the dimensions related to our Parrot Pulse rating system, and for "A Current Affair," it is in good standing, meaning a long-term investment in the show may be considered.
In summary, whether you are an entertainment executive looking to make strategic content decisions, acquire new titles, or grow your audience, Parrot Analytics' demand data can provide actionable insights into how content is performing across different markets and regions globally, helping you make more informed decisions and drive real-time engagement.
