For a TV executive, demand data can be incredibly useful in making informed decisions about content valuation, acquisition, distribution, and programming. Looking at the case study of "Barry (2018)" in Canada in September 2023, we can see how demand data can help inform decision-making:
- Content Valuation: Based on the outstanding demand which is 12 times the audience demand of the average show in Canada over the last 30 days and the franchise spin-off potential, "Barry (2018)" can be considered a valuable asset. By using demand data, one can calculate the ROI a specific title will bring for any given platform, as well as estimate the baseline value of the title.
- Programming Decisions: With "Barry (2018)" ranking in the 99.4th percentile in the drama genre in Canada, executives can make more informed decisions on how to program their drama content. Moreover, by understanding the audience's taste clusters and preferences, they can target the right audience with the right content.
- Acquisition & Distribution Decisions: As demand enables valuing IP globally, executives can make better acquisition and distribution decisions. In this case, the show's demand in Canada was 66% of the demand in its country of origin, the United States. This information can be utilized to make an informed decision about the distribution strategy for the show in Canada and other similar international markets.
- Marketing Strategy: By analyzing the show's momentum, a TV executive can determine how effective their marketing campaign is around a show. If the momentum of a show is increasing, then the current promotional strategies are achieving the desired effect, otherwise, there is a need to change the marketing approach.
- Subscriber Acquisition & Retention: By analyzing the shows' impact on subscriber acquisition or churn, executives can make better decisions to attract and keep the target audience. For instance, understanding the shows preferred by existing subscribers, one can decide which series to buy in order to retain their loyalty or which titles to acquire to grow their audience.
While analyzing the performance of "Barry (2018)," Parrot Analytics offered a lot of helpful insights that can guide executives in decision-making. Using this information, executives can make informed decisions on content valuation, acquisition, distribution, programming, marketing, and subscriber acquisition & retention to succeed in today's rapidly changing entertainment industry.
