As an entertainment executive, analyzing demand data can be extremely useful in informed decision-making for content valuation, acquisition, distribution, and programming decisions. To demonstrate how demand data can be used, we will use the example of American Dad! in August 2023 in Australia.
Content Valuation:
Using Parrot Analytics' content valuation system, executives can determine the value of a particular title relative to a specific platform and region. For example, the demand for American Dad! in August 2023 was outstanding, with 11.2 times more audience demand than the average show in Australia. This level of demand places American Dad! in the top 2.7% of all TV shows. With information like this, entertainment executives can place a value on the series concerning its potential to drive subscriptions and mitigate churn.
Distribution Decisions:
Demand data can also inform distribution decisions by providing insight into which platforms to target for distribution of a particular title. The Parrot Pulse for American Dad! measures its global performance across six dimensions, including travelability. In August 2023, American Dad! had higher demand in Australia than in any other market outside its home market of the United States, indicating a potentially untapped market for distribution.
Programming Decisions:
Another application of demand data is for programming decisions. By examining the top 10 global markets where American Dad! is most in-demand over the last 30 days, we can identify what genres are resonating most with the show's current audience. For instance, in August 2023, American Dad! was in the 99.5th percentile in the comedy genre in Australia, indicating a strong preference for comedy content in that region.
Acquisition Decisions:
Demand data can also inform acquisition decisions to identify the most popular content in a specific market or on a global scale. For instance, the Parrot Pulse provides insight into American Dad!'s global performance, indicating outstanding demand across international markets, including the United States, Canada, the United Kingdom, and other countries.
Longevity:
Executives can also use demand data to assess a show's longevity or how well audience demand is maintained over time. American Dad! has achieved exceptional demand performance across the six dimensions measured by the Parrot Pulse, suggesting a sustained interest in the show and a loyal fan base.
In conclusion, demand data is an excellent tool that entertainment executives can use to make more informed decisions regarding content valuation, acquisition, distribution, and programming decisions. By analyzing demand data for a particular title, market, or genre, executives can gain insight into a show's performance, anticipates the expected performance based on past trends, and identify opportunities for growth and expansion. With this powerful data, executives can make better-informed decisions faster while ensuring that the right content is being served to the right audience on the right platform.
