As a TV executive, understanding audience demand data can help you make better-informed decisions about your programming, distribution strategies, and acquisition decisions. Let us take "Sesame Street" as a case study to highlight how demand data can be used to inform strategic decisions.
Firstly, demand data provides a means to value content. By analyzing demand data, one can determine the worth of a TV show, or an entire content library to a particular platform or broadcaster. As seen with "Sesame Street," this show has an audience demand of 18.2 times the average show in Australia, making it an outstanding performer. Advertisers, agencies, and content distributors/marketers can use this data to determine how much to spend on content that’s in high demand within their target markets.
Demand data also provides answers to the question of what type(s) of content exhibit opportunities to acquire or produce. By analyzing audience demand and the demand distribution of other shows, executives can better determine which programs will be popular with their viewing audience. For example, we see from the analysis that other shows that fans of "Sesame Street"like are in the family genre, such as "Hey Duggee", "Bluey", and "Arthur." This information can help the executives make prudent acquisition and production decisions.
Demand data also informs distribution decisions. By analyzing the demand across various countries, you can determine where particular content would perform well, thereby helping broadcasters and OTT platforms to map local whitespaces. "Sesame Street" has a demand of 26.0 times the average in the United States, indicating exceptional audience demand in that region. Additionally, the show's demand in nine other top markets where it is most in-demand globally, such as Canada, Brunei, and Trinidad & Tobago, is outstanding. The audience demand for "Sesame Street" in Australia was 35% of the demand in its country of origin, the United States. This data informs broadcasters and OTT platforms to focus on the top regions where the highest audience demand exists, leading to better targeting of audiences in those regions.
Finally, analyzing demand data also helps executives make better programming decisions. For instance, by looking at the demand data trajectory, seasoned executives can identify which shows have momentum and how a marketing campaign is performing, as seen in the case of "Sesame Street," which saw a 4.7% increase in peak demand in the last 30 days. Demand data can also answer questions such as how well the show has held up over time and what catalog content should be acquired to increase engagement and retain customers.
In conclusion, understanding audience demand data and related metrics, such as reach, travelability, momentum, longevity, and franchisability, can inform content, acquisition, distribution, and programming decisions. Broadcasting and OTT executives can use demand data to better allocate funds, make more informed acquisition decisions, tailor their distribution strategies, and identify shows with upward momentum, thus achieving maximum ROI for their content investments.
