Attention entertainment executives! Are you looking for a way to better inform your content, acquisition, distribution, and programming decisions? Well, look no further than demand data! Demand data is a powerful tool that enables you to make more informed decisions about your content by providing valuable information about audience engagement and market trends. Let's explore how demand data can be used to inform decision-making with a case study around "You," a hit TV series.
Content Valuation:
Parrot Analytics content valuation system is an economic valuation system that is powered by global content demand and supply. Leveraging demand data, you can determine the dollar value contribution of any title, to any platform, in any region. "You," with its exceptional worldwide audience demand and franchise potential, demonstrates high content valuation, indicating its ability to drive subscriptions and mitigate churn.
Acquisition Decisions:
Knowing audience demand allows for informed decisions regarding content acquisition. As "You" experienced a significant increase in its demand during late October 2023 in Brazil, it could be an excellent acquisition for a platform targeting that market. Additionally, by examining the top 10 global markets where "You" is most in-demand, you can identify trends and pick out outliers. Interestingly, "You" is performing well in markets such as Canada, South Africa, and Russia, which may help guide acquisition decisions.
Programming Decisions:
Knowing the audience demand in each country can influence the programming decisions made. For example, in Brazil, "You" is ranking at the 99.7th percentile in the crime genre. Therefore, broadcasters targeting viewers who love crime series can include "You" in their programming to attract viewers. This is due to the high demand for "You" in Brazil, which rose by a significant 34.2% during October 2023.
Distribution Decisions:
Travelability, which quantifies a show's international demand relative to its home market, is another useful demand metric that can help make distribution decisions. For "You," the demand in Brazil was 43% of the demand in the USA, the show's home market, indicating good travelability. Utilizing this information, a distributor could focus on expanding "You's" reach with distribution to other countries.
Content Performance and Market Trends:
By examining the performance of "You" on a 1-year rolling basis, we can understand how demand has changed over time. "You" was 21.2 times the average show over the year but more recently peaked at 14.4 times the average in the last 30 days, indicating increased popularity despite the slight dip from the 90-day demand peak. Our 30-day analysis also reveals that "You" outperforms the demand of the average TV show in each of its top 10 global markets, including Brazil, highlighting a strong trend in the market.
In conclusion, demand data is a powerful tool that entertainment executives should leverage to make informed decisions about their content. By contextualizing any content using demand data and adopting an audience-first approach, entertainment executives can maximize revenue and take calculated risks on new content. With the help of demand data, executives can valuate their content, make informed acquisition decisions, programming and distribution decisions, and monitor content performance that will ultimately drive engagement and retention within their audiences.
