As an entertainment executive, there are several ways in which demand data can be beneficial to your decision-making process, particularly when it comes to content acquisition, distribution, and programming. Let's look at the example of "American Dad!" in Australia for the month of January 2024 to see how demand data can inform several aspects of your business.
Content Valuation: Using the demand data, you can estimate the dollar value contribution of "American Dad!" to any platform operating in Australia for the period in question. This analysis can be further disaggregated to reveal the value of single episodes or an entire season. Valuing content using the demand data improves your ability to make informed decisions around content acquisition, retention, and monetization.
Global IP Valuation: The demand data enables you to assess the popularity of "American Dad!" in your local market and on a global scale. This information can inform your content acquisition decisions on a global scale. For instance, you can use the demand data to assess the platform-specific marginal revenue contribution of the title and gauge its ability to drive engagement across the rest of your catalog.
Subscriber Acquisition and Retention: Knowing how popular "American Dad!" is in your market relative to other titles can help you determine which shows to buy if you want to grow your audience (subscriber acquisition). Additionally, you can use demand data to identify popular genres and content types that are resonating well with your audience to help keep them engaged and reduce churn (subscriber retention).
Momentum and Longevity: Demand data indicates that the momentum of "American Dad!" in Australia remained strong in late January, which could inform decisions about scheduling premiere dates, renewals, and marketing campaigns. The data also reveals the show's longevity and how well it has held up over time, making it a reliable part of your content catalogue with less marketing spend required to maintain demand.
Travelability and Franchisability: "American Dad!" has demonstrated outstanding performance in both travelability (global demand relative to home market) and franchisability (spin-off potential). Demand data reveals that the TV show outperformed the average TV show in all its top 10 markets, making it an excellent candidate for global expansion. The data also provides insights into what current fans of the show like, which could help in identifying what parts of the existing content should be optimized for success, and what upcoming productions are worth partnering with.
Comprehensive Genre Analysis: The demand data reveals that "American Dad!" ranks higher compared to 99.7% of all family titles in Australia. By comparing the demand data of "American Dad!" to other shows in the family genre, you can tell that it has a higher popularity level than most other family shows. This information could help in deciding which shows to acquire or produce to attract and retain subscribers.
In conclusion, the demand data provided by Parrot Analytics can help you make more informed decisions around content acquisition, distribution, and programming. By leveraging demand data when evaluating content performance, you will have an additional layer of insights to support your business decisions, in turn, optimizing your business performance.
