Making informed content decisions is imperative for entertainment executives. Demand data can serve as a strong tool to assist in this decision-making process. Parrot Analytics' content valuation system uses demand data to measure a title's value and determine its marginal revenue contribution for a platform in any given region.
For instance, using the example of "Snowpiercer (2020)" in Australia during January 2024, audience demand showed a decrease of 35.6% over the course of the month. This is a significant change in demand, which may cause concern for a network or streaming service because it may be an indicator of less engagement and fewer opportunities to monetize the content.
In addition to this, the Parrot Pulse report revealed some unique insights on the show's performance across different dimensions. For example, travelability is an independent metric that measures a show's international demand compared to its home market. In the case of "Snowpiercer (2020)", its worldwide audience demand was outstanding, while its travelability was good, with an Australian demand of 22% compared to the United States. This means that the show may perform better in the US market than in the Australian market.
Momentum indicates the pace of growth of demand, and for "Snowpiercer (2020)", we found that the momentum was outstanding. Franchisability is another important dimension. It measures a TV show's potential for spin-offs, franchises, or extensions. For "Snowpiercer (2020)", the franchisability was good, which could lead to potential possibilities for extending the show's lifespan and overall monetization.
Another crucial aspect relates to the audience's preferences. Using demand, Parrot Analytics can help to identify which genres are resonating most with the current audience and what types of content might resonate with new audiences. In the case of "Snowpiercer (2020)", we found that other series like "The Boys," "Foundation," and "Westworld" were popular among the show's fans. This information can inform development or acquisition decisions by identifying what other content to bring to the platform that viewers of "Snowpiercer (2020)" might be interested in.
Moreover, by examining the top ten global markets where "Snowpiercer (2020)" is most in demand over the last 30 days, the show outperformed the demand of the average TV show (1x) in each of these markets. The United States was "Snowpiercer (2020)'s" number one global market with outstanding audience demand of 10.8x. Overall, the global demand data can help executives determine which markets to target for distribution or acquisition, with "Snowpiercer (2020)" being a good candidate for the US market.
Demand data can also help identify the best release and pricing strategy. For example, the data may indicate that the show should be released all at once, weekly, or timed to coincide with a significant event. Pricing strategies can be adjusted based on the demand data, potentially representing a more profitable outcome for all parties involved.
In conclusion, demand data serves as a valuable tool that can inform multiple aspects of a TV executive's strategic decision-making process. From content valuation to identifying new markets to understand audience preferences, demand data empowers content decision-makers to make informed content, acquisition, distribution, and programming decisions. Considering the performance of "Snowpiercer (2020)" using demand data, executives can get a good understanding of the show's global appeal, its potential for franchisability, and the next steps to improve the show's performance.
