Content valuation uses demand data to answer critical questions: How much is a TV series worth? What is the value of a content library to a platform over time? How can we estimate cannibalization of audiences if a title is available on multiple services? How can we assess the value of exclusivity? Let's use Love as an example to explain how demand data can aid in content decisions.
Firstly, we can quantify the level of demand for Love. Over the past 30 days, the show had 2.6 times the audience demand of the average TV show in Australia. This level of demand places Love in the top 8.6% of all TV shows in the country. We can also see that the demand for the show has been decreasing recently compared to its demand over the last 90 days. Content producers, OTT platforms, and TV executives can use this information to decide if they should continue producing or acquiring more episodes for the show.
Secondly, we can use demand data to understand how Love is performing in different genres, and which genres have high demand. For example, Love ranks at 97.8th percentile for the romance genre in October in Australia. This level of demand means that Love has higher demand than 97.8% of all romance titles in Australia. This data can inform acquisition or distribution decisions.
Thirdly, the Parrot Pulse for Love across six dimensions provides an independent measure of its global performance and indicates key areas of interest and underperformance. According to the Parrot Pulse, Love's audience demand on a global scale is outstanding, while its travelability is outstanding, franchise potential is good, and reach is okay. Additionally, examining the show's performance in different countries reveals that Love has outstanding audience demand in Pakistan and Nigeria and good demand in the Philippines, the UK, Germany, and France. With this data, content distributors or studios can decide if they need to target a particular country or market.
Fourthly, we can use demand data to understand the current momentum governing the show. For example, in October 2023, Love's audience demand increased in Australia by 16.9%, indicating a positive trend for the show. This information can help OTT platforms, production companies, and TV networks determine the release strategy for the show's next season.
In conclusion, demand data can aid various entertainment executives working at different organisations, from OTT platforms and TV networks, to content production and talent agencies, in making informed decisions. They can use demand data to assess content valuation, understand the level of demand in different genres and markets, determine release strategy, assess franchise or spin-off potential, target a particular country or market, or decide if a show must be continued or not.
