As an entertainment executive, you have to keep up with the latest trends and insights to make informed decisions about content, acquisitions, programming, and distribution. One way to do that is by leveraging demand data, and a real-life example of the effectiveness of this approach is the comprehensive analysis of "The Daily Show" for the month of October 2023 in Australia.
Demand data provides answers to multiple questions that can make the decision-making process easier. It can reveal how much a show is worth, its performance, audience preference, travelability, longevity, momentum, franchisability and reach. For example, demand data can give insights into whether a show has increased or decreased popularity, what other shows fans of the series enjoy, if demand is higher in other countries of the world, and much more. By utilizing demand data, executives can make informed content decisions and drive better ROI.
Demand data can also help executives go beyond just looking at the popularity of a particular show or specific market and look deeper into the data to identify audience preferences, viewing habits, and local whitespaces in the market. For instance, executives can get insights on what types of content, genres or formats are more attractive to a particular audience or in a specific region to help them invest in the right type of content that appeals to the target audience.
Regarding "The Daily Show," demand data analysis shows that the show's demand in Australia is growing recently, with a 21.5% increase in October 2023. The show experienced a spike in demand in mid-October, and it achieved a higher demand than 97.6% of all talk-show titles in Australia. Additionally, the show has outstanding audience demand across all platforms globally, exceptional longevity and momentum, outstanding franchisability and reach, and good travelability.
By examining the top ten global markets where "The Daily Show" is most in-demand over the last 30 days, we can see that demand for "The Daily Show" is higher than the average TV show in each of these markets. For instance, in the United States, the show achieved outstanding audience demand of 10.1x, and in the United Kingdom, it had outstanding demand. China and the Netherlands also had outstanding demand, while Germany, Canada, and France had good demand. The show's popularity increased by 21.5% in Australia in October 2023, indicating it's still a fan-favorite.
Demand data helps executives identify the best content to acquire, invest in, or create, based on audience demand. With reliable data, executives can determine how popular a show is relative to the market average, its in-demand performance in a specific market or globally, travelability, and what genres and types of content viewers appreciate the most. They can also uncover insight to optimize release strategy and pricing, benchmark their content against competitors', discover under-monetized titles, and map out areas of interest to expand the reach of their content.
Overall, demand data is a powerful tool that entertainment executives can use to make more informed decisions when it comes to acquiring, investing in, or creating content. By utilizing data analytics, they can stay ahead of the curve in the highly competitive entertainment industry and produce content that resonates with audiences. Using the real-life example of "The Daily Show," it's clear how demand data can have a massive impact on a show's success, and how it can help guide and shape business decisions that ultimately drive audience engagement and satisfaction.
