Using the analysis of "The Ultimate Fighter" in August 2023 in Australia, we can see how demand data can provide valuable insights for strategic content decisions.
Firstly, content valuation uses demand data to determine the worth of a series. In the case of "The Ultimate Fighter", we can see that it has 9.9 times the audience demand of the average show in Australia over the last 30 days, making it an outstanding show. This level of demand can be used to estimate the value of the series on any given platform, making it easier for executives to make informed content acquisition decisions.
Demand data also informs the performance of a show in specific markets, and its global travelability. For "The Ultimate Fighter", we can see that its demand in Australia was 68% of its demand in the United States. This information can be used to identify the show's international demand, which can help executives determine its value as a globally appealing title.
Demand data can inform programming decisions, and in the case of "The Ultimate Fighter", we can see that its demand has been increasing recently, and its momentum, which is the pace of growth, is also outstanding. This information can be used to determine if the show should be given more screen time, or if it’s time to move to the next season.
Moreover, competitive benchmarking can be done through demand data to allow entertainment companies to compare their content to others available in the market. Also, the demand data helps understand the audience preference by identifying the taste clusters, which can assist in figuring out which genres should be focused for their upcoming content productions.
To improve subscriber retention and acquisition, a detailed analysis of audience demand can guide the acquisition and development of titles that are most likely to keep an audience happy. This is especially true for "The Ultimate Fighter," as we can see that demand for the show is outstanding in Australia, ranking 99.7% among all reality shows. Therefore, entertainment executives may use this information to identify which content will retain the current audience and which will bring new subscribers to their streaming service.
Lastly, the show's travelability dimension can help to identify which new markets the show can expand in to, based on the audience demand, and can be leveraged for strategic distribution decisions. For example, the demand for "The Ultimate Fighter" is outstanding in the UK, Netherlands, Canada, and Australia, indicating potential in these territories where the show is more likely to draw a sizeable audience.
To sum up, demand data provides an efficient solution to help television executives to make informed content decisions, in terms of their content’s on-platform value, potential franchise or spin-off opportunities, programming strategy, subscriber acquisition, marketing campaign optimization, and competitive benchmarking.
