Entertainment executives, demand data in the entertainment industry can help you make more informed decisions regarding content valuation, acquisition, distribution, and programming, as exemplified by the performance analysis of the TV show "Seinfeld" in Australia during February 2024.
Content valuation is the economic valuation of a TV show's worth, which Parrot Analytics' content valuation system achieves via the economic value of global content demand and supply data. To that end, demand data can be used to estimate a specific title's ROI, the value of exclusivity, determine how much a TV producer should spend on content, among others. By analyzing demand data, the evaluation system provides the dollar value contribution of any title to any platform in any region.
The analysis showed that "Seinfeld" had 10.6 times the audience demand of the average show in Australia over the last 30 days, indicating its outstanding demand level. It also revealed that only 2.7% of TV series achieve this level of demand. Comparing the analysis to its demand over the last 90 days shows that demand has been decreasing, pointing towards the need for improvement strategies.
Moreover, within the genre, "Seinfeld" ranks at the 99.3rd percentile in comedy, higher than 99.3% of all comedy titles in Australia. Fans of "Seinfeld" also like other shows such as "Rick and Morty," "The Office (US)," and "Battlebots," among others. The analysis also revealed that audience demand for "Seinfeld" decreased in February by 19.6%, with its rank dropping by 141 spots.
The analysis further revealed the show's global performance across six dimensions, such as worldwide audience demand, travelability, longevity, franchisability, momentum, and reach. For instance, the show's longevity, which measures how well audience demand is maintained over time, is exceptional. Its momentum, pace of growth, franchisability (spin-off potential), and reach (the number of people expressing demand for a show) are also outstanding.
The comparison of the show's performance on a 1-year rolling basis against demand data over the last 30 days was also insightful. Although the peak demand was slightly lower in the last 30 days, the average demand for the show has increased, indicating its increasing popularity.
Finally, analyzing the top 10 global markets where "Seinfeld" is most in-demand over the last 30 days showed that the show outperformed the demand of the average TV show in each of these markets. This is an indication that the show has a good travelability index.
To conclude, demand data can be utilized to make more strategic decisions in content valuation, acquisition, distribution, and programming. Decision-makers in the entertainment industry should consider utilizing demand data when selecting and evaluating content to ensure success in their respective markets.
