As an entertainment executive, using demand data can help make more informed content, acquisition, distribution, and programming decisions. The data can be used to answer questions such as how popular a show is relative to the market average, what genres are resonating most with the current audience, what genres should we focus on to attract new subscribers to our SVOD service, and more.
For instance, taking the example of "The Boys," it has exceptional demand in Australia, with 22 times the audience demand of the average show in the country over the past 30 days. Its demand is also increasing recently and had spiked in early December 2023 in the country. However, audiences in Australia lost some interest in the show in December, with the demand decreasing by 13.7% in the past month. Therefore, the demand data can be used to devise a mechanism to monitor the show’s performance and adjust its content, programming or promotions accordingly.
The show's global performance can also provide insights for entertainment executives targeting different regions and using different platforms. For instance, "The Boys" achieved exceptional audience demand in the United States, the show's home market, with 24.7 times the audience demand of an average title, and outstanding audience demand in Russia, UK, Canada, Brazil, China, France, and the Netherlands, respectively. By evaluating this data, an entertainment executive can plan for region-specific content, acquisition, distribution, and marketing strategies.
Demand data can also be used to identify what type of content has an opportunity to acquire or produce while comparing the performance of different shows and identifying the most popular shows in the genre. Here, executives can use this information to make content acquisition and content production decisions and determine how much to spend on producing or acquiring the content.
Using the demand data mentioned above, one can also quantify the platform-specific marginal revenue contribution and how a title drives engagement across the rest of the catalog. By doing so, an executive can make informed decisions on how much resources to allocate towards content.
Finally, demand data can be used to value content and optimize both pre-release marketing and release strategy. For "The Boys," the demand in the drama genre is exceptionally high in Australia, leading to a higher value on the platform. Besides, the show has exceptional longevity, momentum, and franchisability. These data points can be used by entertainment executives to define marketing efforts, decide on release strategies, and to ensure that any future content investments get allocated where it's needed the most.
In conclusion, demand data plays a crucial role in the entertainment industry, providing executives with relevant insights to make informed content, acquisition, distribution, and programming decisions. The data helps identify current audience preferences, opportunities, and competition analysis, which, in turn, helps in planning, development, marketing, and release strategy. Therefore, entertainment executives should utilize such data to stay ahead of the constantly shifting market trends and audience preferences.
