As an OTT platform executive, demand data can be a valuable tool in making informed content acquisition and distribution decisions. For example, we can use the demand data for "The Rookie" in Brazil for January 2024 to extract some key insights that can inform our decisions:
1. Quantifying Content Performance: Using the demand data, we could calculate the value of "The Rookie" as a TV title, both in Brazil and globally. For instance, we can see from the data that the show has 12.4 times the audience demand of the average show in Brazil, and this is outstanding compared to similar crime titles (99.5th percentile in Brazil). The show's current momentum and franchisability are also outstanding, serving as a strategic asset for the platform.
2. Targeting Market-specific Content: The demand data can help us identify the local preferences of our Brazilian audience, such as the crime genre and the type of shows that appeal to "The Rookie" fans, like "Young Sheldon," "The Mandalorian," and "Loki." This information can inform decisions about the type of content that resonates well with our audience, thereby guiding our acquisition and distribution decisions.
3. Global Expansion: Market-specific information on global demand data can help us identify the best markets for global expansion. For example, we can see that "The Rookie" has outstanding demand in the US, France, Netherlands, Russia, Germany, UK, Sweden, Bulgaria, and Belgium. By using travelability, we can identify content with global appeal and allocate funds accordingly to maximize future content investments.
4. Marketing and Programming Strategies: Demand data can provide insights into a show's longevity, reach, and ability to sustain demand over time. For instance, a comparison of the show's peak demand over the course of the year to the past 30 days can help identify trends and seasonality. In this case, we can see that the show has experienced a recent surge in popularity in Brazil, indicating an opportunity to capitalize on this momentum by boosting marketing efforts for the show.
In conclusion, demand data is a powerful tool for OTT executives who seek to make informed content acquisition and distribution decisions. With the Parrot Analytics content valuation system, we can accurately determine the value of a TV show, quantify its audience demand, and optimize marketing and programming strategies. By using demand data, we can uncover audience tastes, reveal new opportunity markets, and maximize ROI for our platform and for our audience.
