As an entertainment executive working in an SVOD or OTT platform, it is essential to make informed decisions on acquisition, distribution, and programming. Demand data provides insights into how well a title or series is performing in a particular market and its value to a platform. Through demand data, content valuation can be achieved as it informs how much a show is worth to a platform and its global appeal. Parrot Analytics uses global content demand and supply to create an economic valuation system that offers dollar value contribution of any title, to any platform, in any market.
Let us take "Miracle Workers" as an example to explore how demand data can drive informed content decisions. The show achieved outstanding audience demand in Australia for December 2023. At 8.5 times the audience demand of the average show in the country, it is in the 99.6th percentile in the romance genre. This means it has higher demand than 99.6% of all romance titles in Australia.
Though its demand has been decreasing recently compared to its 90-day demand, its worldwide audience demand across all platforms is still excellent. It has good travelability, meaning it has international demand relative to its home market in the US. The longevity of "Miracle Workers" is outstanding, which means it has maintained audience demand over time. It has exceptional momentum, indicating an increase in popularity, and its franchisability and reach are good.
Demand data can tell us what genres are resonating with a particular audience and which shows are of interest to them. It has been revealed that some of the other shows that fans of "Miracle Workers" also like are "Star Trek: Lower Decks," "Rick And Morty," and "Loki." A decline in demand was observed in December in Australia, of -16.2%. However, there was a demand spike in the middle of December, indicating people still have an interest in the show.
Comparing the performance of "Miracle Workers" on a 1-year rolling basis versus the last 30 days shows that there was a 21.4% increase in demand in the last 30 days. Its peak demand over the course of the entire year was 11.8 times the average, while its peak demand in the last 30 days was 9.2 times the average - an indicator of increased popularity.
It is essential to examine the top 10 global markets where "Miracle Workers" is in demand and how it performs compared to the average TV show in each. The United States is its number one market globally with outstanding audience demand, while the rest of the markets see extraordinary demand except for China where it has good demand.
In conclusion, with demand data, entertainment executives can determine a content's value, spending patterns, supply, and demand opportunities. It assists with decisions concerning content acquisition, development, and retention of subscribers. Through demand data, it is possible to assess a TV series' ability to drive subscriptions, its cannibalizing effects on multiple services, and estimate the ROI of a specific title. Demand data can also inform optimal release, pre-release marketing, and content discovery strategies, among others. Such insights provided by Parrot Analytics are necessary for informed entertainment decisions.
