As an entertainment executive, you make content-related decisions every day, and using demand data can help you make more informed decisions. Let's take the example of "Hawkeye," a TV series based on the Marvel Comics superhero, which centers on the adventures of Young Avenger, Kate Bishop. Using demand data, we can gain insights into its popularity, audience, and global market potential, helping you make informed decisions regarding content acquisition, distribution, and programming.
One of the most significant benefits of using demand data is content valuation. By analyzing the demand data of any title, we can reveal its dollar value contribution to any platform, in any region. We can estimate the baseline value of the title and assess its worth to another streaming platform. By quantifying the platform-specific marginal revenue contribution, we can determine how much to spend on content and gauge its ability to drive subscriptions and mitigate churn.
Furthermore, we can determine what type(s) of content exhibit the opportunity to acquire or produce. For instance, Suppose our analysis of the top TV shows that fans of "Hawkeye" also like includes "The Boys," "Peacemaker," and "The Book Of Boba Fett." In that case, we can see that there might be an opportunity in acquiring or developing superhero-themed content since our audience is interested in those types of shows.
We see that "Hawkeye" has 6.2 times the audience demand of the average show in Brazil, and its demand has increased significantly in recent times. However, the show has decreased in its rank by 382 spots during January in Brazil and experienced a 49.3% drop in audience demand during January. By analyzing these insights into the Brazilian market, we can figure out the best release strategy and pricing for the show. We can also derive insights into its viewership and determine which titles we should buy if we want to keep our current audience happy and which titles can attract new subscribers to our platform.
By examining the top 10 global markets where "Hawkeye" is most in-demand over the last 30 days, we find that this TV series outperforms the demand of the average TV show in each of these markets. In the United States, "Hawkeye" achieved outstanding audience demand of 10.5x, making the United States its number one market globally. With such high demand, we can determine that "Hawkeye" is a strategic asset for any streaming platform that acquires it. Its global potential could be an opportunity for international expansion and growth.
Demand data also enables us to get insights into various dimensions, such as reach, momentum, longevity, franchisability, travelability, and more, which help make more informed decisions. We know that "Hawkeye" has excellent reach (the number of people expressing demand for a show) and momentum (the pace of growth). We also know it has good franchisability (spin-off potential) and travelability (international demand relative to its home market). These insights can help studio executives or content distributors identify which platforms they should target for the content and assess potential opportunities for spinoffs or franchises.
In conclusion, using demand data helps media and entertainment companies make data-driven decisions regard to content acquisition, distribution, and programming decisions. Demand data can be used to assess the content value of any title, its audience, global potential, and market performance. With such insights, media professionals can make more informed decisions and, in turn, create a successful content strategy that ultimately results in higher revenues and audience satisfaction.
