As an entertainment executive, you can use demand data to make more informed content decisions that lead to success, using the example of "Poldark" in Australia during December 2023 to understand how demand data can be used.
Firstly, understanding the content's demand is critical, as it provides a baseline for content valuation. For instance, we can use demand data to determine the value of "Poldark" to any platform, in Australia or globally. We can evaluate how much it's worth to another streaming platform, what the baseline value of a title is, and how it compares to other titles available on the market.
Demand also enables you to value IP globally. For "Poldark," we see that it has good demand in Australia, ranking 98.1% in the romance genre. We can compare the show's performance in Australia to other countries and regions globally, allowing you to make strategic decisions on local and global distribution decisions.
Another core benefit of demand data is that it powers content valuation systems. We can calculate the ROI that "Poldark" brings to any given platform, assess how well the series drives subscriptions and mitigates churn, and estimate cannibalization if the series is available on multiple services.
Additionally, demand data enables better programming decisions. For "Poldark," we see that demand has increased in the past 30 days, indicating that the show's popularity may continue to rise, and the show has momentum. It is essential to keep track of these metrics to understand the trajectory of the show's demand and make better programming decisions accordingly, including what content to acquire, produce or invest in.
Further, demand data powers pre-release marketing decisions as we can optimize marketing campaigns ahead of a premiere and help minimize risks by expanding the target audience. The audience insights and affinity analysis help determine which talent, brand, or genre resonates most with a particular audience so that promotions may be targeted to those audiences.
Understanding the show's performance in various markets provides an excellent understanding of travelability (international demand) and helps make informed decisions about global expansion, distribution, and marketability. "Poldark" has good travelability, and its demand across the top ten global markets, including the United States, Germany, Canada, and Italy, is consistently above average.
Moreover, longevity is vital, and for "Poldark," it has demonstrated outstanding longevity. It is crucial to maintain the audience demand for a show for a longer time, and for "Poldark," it promises the possibility of future returns since it has sustained demand and requires less marketing spend.
In brief, understanding audience demand for any TV series using Parrot Analytics will help you make informed content decisions based on data-driven insights. Always keep track of how the content performs in different markets globally as it helps you make better programming, distribution, and acquisition decisions.
