As an entertainment executive, you can leverage demand data provided by Parrot Analytics to make informed decisions regarding content acquisition, distribution, programming, and content valuation. A great example of how you can use demand data is the case of the TV series "Desperate Housewives" during December 2023 in Australia.
Firstly, you can use demand data to evaluate the value of content. Parrot Analytics content valuation system is powered by global content demand and supply. Using this system, you can determine how much to spend on content. You can understand how much a series is worth, how much of its value is driven by the popularity of its stars, the value of the content library over time and how a title drives engagement across the rest of the catalog.
For instance, analyzing "Desperate Housewives" through demand data reveals that its audience demand is 3.3 times the average show in Australia over the last 30 days. Only 8.6% of all TV shows have this level of demand. The show's popularity has been increasing, with its demand being 2.5 times the average over the last 90 days. This information can be used to determine the show's value and its potential for driving subscriptions or for use in mitigating churn.
You can also leverage demand data to evaluate the successful market performance of your content globally. For example, by examining the top 10 global markets where "Desperate Housewives" is most in-demand over the last 30 days, we can see that the show outperforms the demand of the average TV show (1x) in each of these markets, with Russia being its top market globally with demand of 12.2 times. This level of demand can be used to determine where to focus distribution and acquisitions for maximum reach and engagement.
In addition, demand data can inform your programming decisions. Using audience demand data, you can identify which titles you should buy if you want to keep your current audience happy and what titles will help grow your audience through subscriber acquisition. For example, you can see that during December 2023, the audience demand for "Desperate Housewives" decreased by 63.0% in Australia, indicating a potential problem that needs addressing, likely due to less marketing spending or too much competition from other shows.
Furthermore, demand data can guide content acquisition decisions, as you can determine which type(s) of content present opportunities for acquisition or production, and what properties are the best fit for a specific platform or network. For example, you can see that "Desperate Housewives" has good franchisability (spin-off potential) and excellent longevity, which can be used to guide future content investments and brand extensions.
To conclude, leveraging demand data through Parrot Analytics provides valuable insights to entertainment executives across various industries. As demonstrated by the case of "Desperate Housewives," you can use demand data to evaluate the value, global performance, and programming decisions, and guide content acquisition or distribution decisions.
