As an entertainment executive, you are always looking for ways to make more informed content decisions that can lead to more significant success for your platform. Fortunately, demand data can provide you with valuable insights to help guide your strategic decision-making process.
Using the example of the Marvel Comics superhero show "Hawkeye" with the most recent data from December 2023 in Australia, we can see the power of demand data to inform content valuation, distribution decisions, and programming decisions.
First and foremost, measuring the demand for a show such as "Hawkeye" is crucial in content valuation. Demand quantifies the platform-specific marginal revenue contribution of a show and how it drives engagement across the rest of the platform's catalog. By using demand data to calculate the ROI of a show, you can see how much the show will bring to any given platform and how it can drive subscriptions and reduce churn. You can also assess the show's ability to be a strategic asset for a streaming platform and measure cannibalization of audiences if a show is available on multiple services.
Looking at "Hawkeye" in Australia specifically, we can see that the show’s audience demand is 4.2 times higher than the average show over the last 30 days, indicating strong demand for the show. Currently, only 8.6% of all TV shows in Australia have this level of demand. By examining further, we see that its audience demand has increased by 28.6% during December, and there was a sudden spike towards the end of the month. This information can be used to decide when and how to release new content or make acquisition decisions.
Another key insight we can glean from demand data is the show's popularity with different genres and other shows that fans of "Hawkeye" also like. In this case, "Hawkeye" ranks at the 97.5th percentile in the drama genre in Australia, indicating that it is more in demand than 97.5% of all drama titles in the country. Fans of "Hawkeye" also like other Marvel shows such as "Loki," "WandaVision," and upcoming shows such as "Ms. Marvel". Using this information, networks or streaming platforms can create programming strategies that cater to these audiences, promote these shows together, or create spin-offs or franchises by focusing on their shared characteristics.
Understanding which markets have the most demand for the show also allows entertainment executives to make acquisition decisions. For "Hawkeye," The United States is the number one global market. However, all of the top 10 global markets where "Hawkeye" is most in demand over the last 30 days outperformed the demand of the average TV show in each of these markets. By identifying markets where the show is performing exceptionally well, content distributors can negotiate better deals for the show in those markets.
Finally, the Parrot Pulse for "Hawkeye" provides an independent measure of its global performance across six different dimensions: audience demand, travelability, longevity, momentum, franchisability (spin-off potential), and reach (the number of people expressing demand for a show). These metrics can be used to track the show's performance over time and help executives make more informed decisions based on the show's features.
Overall, demand data provides valuable insights for television executives in making decisions regarding content valuation, distribution, and programming. By analyzing demand data, you can better understand your target audience, their preferences, and even uncover opportunities to increase the value of your content or acquire more popular shows.
