As a TV executive, you can use demand data from Parrot Analytics to make informed decisions about content valuation, acquisition, distribution, and programming. Taking the example of "Pretty Little Liars" in December 2023 in Australia, let's explore how demand data can help with various strategic decisions.
Firstly, content valuation: Since the show has 3.1 times the audience demand of the average show in Australia and has higher demand than 98.5% of all romance titles, it holds significant value in the market. Parrot Analytics' content valuation system, which is based on demand data, can reveal the dollar value contribution of this title to any platform in any region. By calculating the ROI of this title on a specific platform and assessing its ability to drive subscriptions and mitigate churn, you can determine how much to spend on the content and whether it should be considered a strategic asset.
Secondly, acquisition decisions: You can use demand data to answer questions like what type of content exhibits an opportunity to acquire or produce. The fact that audience demand for "Pretty Little Liars" has been increasing recently, and it spiked in late December 2023 in Australia, suggests that it could be a good acquisition. Also, the show's performance in the top 10 global markets is outstanding or good, indicating its strong international appeal.
Thirdly, distribution decisions: You can use travelability (a measure of a show's international demand relative to its home market) to identify which platforms, regions, or countries are the best fit for the content. For "Pretty Little Liars," its travelability is good, and it has good to outstanding demand in various global markets like the United States, Germany, Spain, Brazil, France, Netherlands, Switzerland, United Kingdom, and South Africa.
Fourthly, programming decisions: Demand data can inform decisions related to programming and release strategy. By examining the show's momentum (the pace of growth), longevity (how well audience demand is maintained over time), and reach (the number of people expressing demand), you can decide how to allocate funds, find new opportunity markets for content distribution, and determine which titles can rely on sustained demand and, therefore, require less marketing spend.
Fifthly, decision-making about branding and partnerships: Affinity analysis powered by demand data helps you identify the best talent or brand to partner with or shows to acquire to expand your audience or retain subscribers. For instance, shows like "Person Of Interest," "Game Of Thrones," and "The Walking Dead" are among the top shows that "Pretty Little Liars" fans also like.
Taking into consideration these insights from the analysis of "Pretty Little Liars" in Australia, you can make data-driven decisions to secure content, attract new subscribers, mitigate churn, and create a successful and sustainable content strategy.
