As an industry executive working in television, understanding the demand for a show can help you make more informed decisions. Let's use the example of "A Current Affair" in Australia during September 2023 to illustrate how demand data can be used to shape content decisions.
One primary usage of demand data is in content valuation. Offers can be made to creators based on a calculation of the popularity of a series or movie. Parrot Analytics' content valuation is based on global content demand, which reveals how much a title contributes to a platform's library and how it contributes to more engagement across their catalog. The demand for "A Current Affair" is 8.7 times the average TV show in Australia for the last 30 days. This outstanding demand level illustrates that it may be an asset to a platform looking for a popular show, which could drive new subscriptions and reduce churn rates. As such, "A Current Affair" could be perceived as valuable content and may justify a generous investment.
Demand data also provides insights into audience preferences and can guide acquisition decisions. For example, by examining the top ten global markets where "A Current Affair" is in-demand, we discover that it outperforms the average show in each market, making it a viable acquisition for any platform looking to enhance their content library with a popular show.
Demand data can also aid in programming decisions, particularly release strategy and pricing. By analyzing season and episode demand, it is possible to schedule the release date of the show more effectively. For instance, with the spike in audience demand in late September 2023, it may be advisable to release new episodes around this time to capitalize on the show's popularity.
Demand data can likewise inform subscriber retention and acquisition choices. For example, understanding audience tastes can guide decisions on which titles to purchase, so it will retain and attract subscribers. By looking at content that's popular among fans of "A Current Affair" in Australia, it is feasible to determine which shows to acquire that could capitalize on the popularity of "A Current Affair" while retaining the current audience for the platform, reducing churn an accomplishing a better retention rate.
Finally, longitudinal analysis of audience demand is also important for strategic decision-making. If there are certain markets where demand for the show is increasing, there may be opportunities to launch merchandise or spin-offs to exploit this popularity. On the other hand, if there is a decline in audience demand, it may be necessary to adjust the production budget of the show to match the expected revenue.
In summary, understanding demand can provide executives with insights into content valuation, acquisition decisions, programming strategy, subscriber retention and acquisition, and expansion opportunities. By leveraging the capabilities of Parrot Analytics' content valuation system, executives can base their decisions on global content demand and supply data to maximize the overall ROI of their content investments.
