For executives working in OTT platforms and other entertainment companies, demand data can provide valuable insights into the performance of a show, which can then be used to make informed content decisions, acquisition decisions, or distribution decisions. In this case, Parrot Analytics assessed the demand data for the TV series "Elementary" during October 2023 in Australia.
With demand for "Elementary" in Australia at 3.1 times the audience demand of the average show in Australia over the last 30 days, it signifies that the demand for the show is good. This information can be valuable to OTT platforms, production companies, and studios looking for insights on the popularity of shows in different regions. Furthermore, according to the audience demand metric, only 8.6% of all TV shows have this level of demand, emphasizing the performance of the show.
This information can also be used by content distributors to understand the trajectory of demand for a show over a specified time frame. In this case, demand for "Elementary" has been increasing over the last 90 days, which provides insight into the popularity of the show and may provide an opportunity to monetize a growing audience. However, demand for the show decreased in Australia by 86.2% during October. Therefore, executives can assess the reasons behind the decrease and make informed decisions about marketing or distribution strategies to revive demand.
Demand data can also be useful in understanding the genre-specific demand for a show. For "Elementary", it is rated at the 96.7th percentile within the drama genre, which means it has higher demand than 96.7% of all drama titles in Australia. This can give talent agencies and OTT platforms insights into the kinds of shows that audiences are interested in within the drama genre.
Demand data can be used to assess the global appeal of a show. For example, the worldwide audience demand for "Elementary" across all platforms is outstanding, while the travelability of the show is good. Thus, executives can understand how well a show will perform in international markets compared to its home market.
Demand data can also inform franchise development and spin-offs. For "Elementary", its franchisability (spin-off potential) is outstanding, according to the Parrot Pulse, and its reach (the number of people expressing demand for a show) is exceptional. This provides executives with insights into the potential performance of spin-offs.
Moreover, executives can evaluate the performance of the show by comparing its performance in the last 30 days to its performance over the last year, to assess changes and growth. For "Elementary", although its peak demand was 5.5 times the average over the course of the entire year, it peaked at 5.4 times the average in the last 30 days, which indicates a small increase. Additionally, the show's average demand on a rolling year basis was 2.4 times the average title, compared to 3.1 times the title average for the last 30 days, which indicates increasing popularity for the show.
Lastly, executives can dive into top 10 global markets where "Elementary" is most in-demand over the last 30 days. This can help them understand the performance of the show and leverage opportunities in these markets. In this case, we find that this TV series outperforms the demand of the average TV show (1x) in each of these markets, and it's number one is in the United States, followed by the Netherlands, Germany, the United Kingdom, China, Canada, Switzerland, Russia and Sweden.
In conclusion, demand data provides valuable insights for entertainment executives, helping them make informed decisions on content, acquisition, distribution, and programming. By analyzing demand for a show like "Elementary" in Australia, executives are able to gain insights into the performance of its global appeal, genre-specific demand, and popularity trends, all of which can be used to inform decisions about the future of the show and its spin-offs.
