Entertainment executives can benefit greatly from using demand data to make more informed content, acquisition, distribution, and programming decisions. Taking the example of "60 Minutes Australia" in Canada for December 2023, we can explore how different dimensions of demand can provide valuable insights that can guide decision-making.
One crucial use of demand data is in content valuation. By using demand data, entertainment executives can answer questions like how much a series is worth, how much of its value is driven by demand for its stars, and what content is most popular in the market or on a global scale. With 3.6 times the audience demand for the average show in Canada over the last 30 days, "60 Minutes Australia's" demand is good. Compared to its demand of 3.0 times the average over the last 90 days, demand for this show has been increasing recently. Its peak rank was #505 in Canada, and it moved up in rank by 11 spots during December. All these demand indicators are essential in valuing the content of "60 Minutes Australia" in Canada.
Demand data can also help with subscriber acquisition and retention decisions, such as which titles to buy to keep current audiences happy and attract new subscribers to an SVOD service. For instance, since "60 Minutes Australia" has higher demand than 96.8% of all news titles in Canada, this show can be an excellent choice to retain current news audiences and attract new subscribers for any SVOD service.
Demand data also helps in competitive benchmarking and in identifying opportunities for supply and demand. The top ten global markets where "60 Minutes Australia" is most in-demand over the last 30 days reveal that the TV series outperforms the average TV show (1x) in each of these markets. The show achieved outstanding audience demand of 8.5x in Australia, where it ranks as the number one market globally. Thus, executives working in linear network or pay-TV networks can use this data to understand which markets to target for distribution of the show.
Finally, demand data can enable optimal release strategy and pricing. The spike in demand in late December 2023 for "60 Minutes Australia" in Canada and its increasing popularity over the last 30 days can signal an optimal time for re-releasing episodes of the series, or pricing it accordingly.
To conclude, demand data is a crucial tool in helping entertainment executives make informed decisions around content valuation, acquisition, distribution, and programming. The data can help answer critical questions such as which titles are most popular, where is the series in demand, how well can a series retain audience demand over time, and how to optimally release and price content for a particular market. Therefore, leveraging demand data can help entertainment businesses remain agile, make data-driven decisions, and satisfy the desires of their audience and subscribers.
