As entertainment executives, you are always seeking metrics to evaluate, say, whether to acquire or produce a TV series like Longmire for your SVOD platform or TV network. You want to know how to estimate the content's value, how effective a marketing campaign around a show is, or how well audience demand is maintained over time, and more.
One way to do this is to use demand data, which can uncover insights that would otherwise be difficult to obtain. For instance, Parrot Analytics demand data is an economic valuation system powered by global content demand and supply that can provide information like the value of content libraries, ROI, and the ability of TV series to drive subscriptions and mitigate churn. Based on the analysis of Longmire in Australia for October 2023, we can answer specific questions that come up in making informed decisions regarding content.
Firstly, when asking how much a series is worth, demand data can play an important role. For example, "Longmire" has 2.4 times the audience demand of the average show in Australia, and only 8.6% of all TV shows have this level of demand. This means that the Longmire series is more valuable than many others. Also, longevity is a key determinant of value; the study reveals that "Longmire" has a good longevity since it has maintained high audience demand over time.
Secondly, with demand data, you can establish the kind of content that is most popular in your local market. For example, by examining the top 10 global markets where "Longmire" is most in-demand over the last 30 days, we find that this TV series outperforms the demand of the average TV show in each of these markets. In the United States – the series' number one market globally, demand for "Longmire" achieved an outstanding audience demand of 3.6x.
Thirdly, demand data can support informed decisions on supply and demand. For instance, Longmire fans are also shown to like other TV series like "Fear The Walking Dead," "The Great British Sewing Bee," "The Blacklist," and "Star Trek: Picard." As such, understanding the preferences of fans can guide executives on the type of content that exhibits an opportunity to acquire or produce.
Fourthly, using demand data, you can find out how effective a marketing campaign around a show is. The study reveals that "Longmire"'s momentum, which is the pace of growth, is good. Also, demand spiked in late October 2023 for Australia. As such, the insights can inform executives on how to optimize their marketing campaign ahead of a premiere to increase demand.
Finally, demand data could assist executives in programming decisions. For instance, understanding that "Longmire" has higher demand than 95.8% of all drama titles in Australia and that demand is good, can help executives determine the best way to release the show onto their platform to maximize its potential success. Also, it could help them to determine what other masterpieces to pair with a series such as "Longmire" to attract new subscribers to an SVOD service.
In conclusion, "Longmire" based on its demand profile in Australia for October 2023, is an excellent case study that examines the extent to which demand data illuminates entertainment executives. Its analysis surpasses the study of global demand measurement, such as Parrot Pulse, to provide some critical answers to the different questions entertainment executives often ask, including how to estimate a TV show's value, the effectiveness of a marketing campaign, maintenance of audience demand over time, franchise potential, and more.
