As an entertainment executive, demand data can inform your strategic decisions around content, acquisition, distribution, and programming, ultimately helping to make more informed decisions based on data. In this article, we will be examining the case of "Pennyworth," a TV series in Australia in February 2024, to demonstrate the insights that can be gained from demand data provided by Parrot Analytics.
One of the key insights that demand data can provide is content valuation. By using Parrot Analytics' demand data, the economic valuation of content can be based on the dollar value contribution of any title to any platform in any region. In the case of Pennyworth in Australia, we can see that the series has 2.8 times the audience demand compared to the average show over the last 30 days and ranks at the 95.8th percentile in the drama genre in February. The show is also in the top 8.6% of all TV shows in Australia, based on demand, which is a good indication of its value to the audience in the region.
Demand data can also help you to assess the popularity of a show. Based on Parrot Analytics' demand data, we can see that "Pennyworth" has been consistently popular in Australia and has higher demand than 95.8% of all drama titles in the country. However, during February, its audience demand decreasing by 49.6%, indicating that the demand for the show is waning. The data also reveals that the show dropped in its rank by 391 spots during February in Australia.
By examining the show's performance over a rolling year versus the last 30 days, we see that "Pennyworth" reached its peak demand of 7.6 times the average over the course of the entire year, but peaked at 4.1 times the average in the last 30 days, indicating a 46.0% increase in popularity over the year. The show's average demand on a rolling year basis was 3.3 times the average title, compared to 2.8 times the title average for the last 30 days, which indicates a decrease in popularity in the last month.
Demand data is also helpful in decision-making around distribution. Based on demand data analysis, it is apparent that the show is most in-demand in the United States, where it achieved outstanding audience demand of 7.8x. The show consistently outperforms the demand of an average TV show in each of the top 10 global markets where it is most in-demand. The data revealed that Germany and Argentina ranked second and third, respectively, as having good demand for "Pennyworth."
In conclusion, entertainment executives can leverage demand data to estimate content valuation, understand and assess a show's popularity, examine performance over time, and make informed decisions around content distribution, acquisition, and programming. Through Parrot Analytics, executives can gain actionable insights that can be used to make strategic decisions. Overall, demand data is central to understanding the viewership of a show both in Australia and in markets worldwide.
