Demand data is a powerful tool for entertainment executives when it comes to making informed content, acquisition, and distribution decisions. By leveraging demand data, executives can better understand how audiences are reacting to specific shows. Let's take the example of "Domina," a historical drama about the powerful wife of the Roman emperor Augustus Caesar, to demonstrate the value of demand data in decision-making.
Content Valuation: Demand data can help quantify the incremental revenue contributions of titles across platforms, a key input for content valuation. In the case of "Domina," the demand data shows that it has 4.3 times the audience demand of the average show in Brazil over the last 30 days and is in the 98.5th percentile of all history titles in Brazil. This information can help TV executives better estimate the dollar value contribution of "Domina" to their platform or network.
Programming Decisions: Demand data can help TV executives in programming decisions, such as deciding which content to air or renew. The demand trends for "Domina" indicate that its popularity has been rising recently, and the demand spike in late December 2023 implies a possible uptick in future demand. TV executives can leverage this demand data to determine the potential benefits of renewing or airing the show.
Distribution Decisions: With travelability, executives can identify which markets are a good fit for a given title. Based on "Domina's" 69% travelability in Brazil, executives can infer the show's potential audience appeal in other markets around the world. Additionally, the demand data can inform decisions about which platforms or networks to target for distribution based on audience attention and relative demand.
Acquisition Decisions: Demand data can help executives understand which titles to pursue and what type(s) of content exhibit opportunities to acquire or produce. In "Domina's" case, similarity data reveals that fans of the show also tend to engage with other historical dramas, such as "The Winter King" and "Outlander." This information can help executives understand what type of similar content to acquire or produce that may pique their audience's interest.
Franchising Decisions: Franchisability measures the spin-off potential of a title, and based on the analysis of "Domina," it has okay franchisability. Executives can use this information to identify potential opportunities for spin-offs or other multi-platform franchise extensions.
In conclusion, the example of "Domina" demonstrates the many ways that demand data can empower entertainment executives to make informed content, acquisition, and distribution decisions. By leveraging demand data to understand audience preferences, executives can reduce risks and optimize content performance across various platforms and regions.
