As a TV executive, there are plenty of decisions that need to be made regarding content acquisition, programming, and distribution. To make informed decisions, it is important to have access to data that can reveal important demand insights. Demand data can be used to determine a title's popularity in a specific region or globally and evaluate how well that title holds up over time. For instance, if we examine "The Wire" in Australia for the month of December 2023, we find the following insights:
1. Content Valuation: Demand data can help determine how much a show is worth. "The Wire" has an outstanding audience demand, 9.5 times the average, and only 2.7% of all TV shows have this level of demand. This suggests that "The Wire" is highly valuable and has excellent content worth to its platform. By evaluating historical and current demand data, executives can also estimate how the value of a series or content library evolves over time.
2. Programming and Acquisition Decisions: When it comes to programming and acquisition decisions, demand data can provide essential insights, such as understanding the types of content that exhibit opportunities for acquisition or production. In the case of "The Wire" in Australia, we can determine its rank and performance against other titles such as "The Sopranos," "Better Call Saul," and "Fargo." Further insights can also be gained by understanding the show's travelability, longevity, momentum, and reach. Interestingly, the demand for "The Wire" in Australia has increased by 14.7% in December, suggesting that it may be gaining even more popularity.
3. Distribution Decisions: Demand data can also help television executives make decisions about where their content should be distributed. Understanding how popular "The Wire" is in different parts of the world and which platforms have a high demand for the show is necessary for making informed decisions about distribution.
4. Marketing and Promotion: Finally, demand data can help inform marketing and promotion for a TV show. Knowing which elements of the content appeal most to the audience is fundamental in developing an effective marketing campaign that will be well received. Proper pre-release marketing may increase the engagement and retention in the show’s audience, whereas post-release demand would shed light on the campaign's efficacy.
In summary, as a TV executive, understanding the nuances and insights that demand data can provide is fundamental in making informed decisions concerning content valuation, programming, acquisition, distribution, and marketing for shows like "The Wire." It is crucial to note that demand data helps to provide context to content performance and also can be used to optimize a show’s release strategy, pricing and make executive decisions about inclusive promotions and cross-platform optimization as well.
