As an entertainment executive, you need to be smart in your decision-making process, especially when it comes to acquiring, distributing, programming, or financing a TV show. Demand data is a great tool to help you make more informed decisions. In this case, we will use the example of "Big Brother (US)" to explore how demand data can inform strategic content decisions.
One way that demand data can be used is to inform content valuation. Our analysis of "Big Brother (US)" in Australia reveals that the show has an outstanding audience demand of 16.6 times the average show over the past 30 days. Only 2.7% of all TV shows have this level of demand. Additionally, we can see an upward trend in demand over time. With this information, executives can determine the dollar value contribution of the show to any platform, in any region. This information can be useful when determining how much to spend on content.
Another way that demand data can inform strategic decisions is by showing how the show is performing in different markets. By examining the top 10 global markets where "Big Brother (US)" is most in-demand over the last 30 days, we find that this TV series outperforms the demand of the average TV show by an outstanding margin in each of these markets. The United States is "Big Brother (US)"'s number one market globally, achieving an outstanding audience demand of 23.4x in the country of origin. Other countries such as Canada, the United Kingdom, Germany, France, Pakistan, Ireland, and India also show excellent levels of demand for the show. This information can help executives to determine which platforms to target for distribution of the show.
Demand data can also help with decision-making relating to supply and demand. Our analysis of "Big Brother (US)" shows that demand has increased by 1.1% in Australia in December 2023. This information can help executives determine whether they should produce or acquire shows similar to "Big Brother (US)" as they exhibit opportunities to acquire or produce. Additionally, executives can use the information to decide whether the platform should keep airing similar shows considering consumer preference.
Another advantage of demand data is that it helps retain subscribers while acquiring new ones. For instance, during December's analysis of Big Brother (US) in Australia, it's evident that demand has increased in the country by 1.1%. This increase in demand means that the platform should consider this show if it wants to grow its audiences and acquire new subscribers. However, by using Parrot Analytics demand data, the platform can confirm that the show will not only attract new subscribers but also retain their current subscribers.
Finally, demand data can help in pre-release marketing, optimal release strategy and pricing, and competitive benchmarking. For example, our analysis of "Big Brother (US)" shows that the show moved up in its rank by 11 spots during December in Australia, indicating that the show's marketing was effective in differentiating itself from the competition. Executives can also use demand data to decide when to release shows for optimal views and engagements.
In conclusion, demand data is crucial for making more informed content decisions. From content valuation and supply and demand decisions to subscriber acquisition and retention, optimal release strategy, and marketing, demand data brings powerful insights to bear on decisions relating to programming, financing, acquisition, or distribution of TV shows. Using our analysis of "Big Brother (US)" in Australia as an example, executives can use demand data to make more informed decisions that will ultimately help them to succeed in the industry.
