As a TV executive, using demand data analytics can provide valuable information for content decisions, acquisition, distribution, programming, and content valuation. Taking the example of the TV series "Blue's Clues" in Canada in January 2024, we can see the following insights that can help us make informed decisions:
1. Content Valuation: Demand data can help determine the dollar value contribution of a title to any platform, in any region. For example, "Blue's Clues" has 12.8 times the audience demand of the average show in Canada, indicating it is a highly valuable asset. It achieved the peak rank of #113 in Canada and dropped by two spots in January. However, its demand has been increasing, which can be useful information for content valuation.
2. Programming and Acquisition: Demand data helps us determine what type of content exhibits opportunities for acquisition or production. It also indicates the types of content that resonate with viewers based on the similarity of fans of "Blue's Clues" with other shows. For instance, "The Suite Life On Deck," "Pokémon," and "Spongebob Squarepants" are shows popular with viewers of "Blue's Clues." We can use this information to acquire or produce similar content that resonates with the show's audience in Canada.
3. Subscriber Acquisition and Retention: Demand data analytics can also be used to decide what titles we should buy to attract or retain subscribers. "Blue's Clues" ranks high in the comedy genre, indicating it can attract and retain viewers in that genre. Additionally, we can understand how well a given show is holding up since its initial release. In "Blue's Clues" case, its longevity measure is outstanding.
4. Competitive Benchmarking: Demand data can also help platforms compare their content against other titles available in the market. Through benchmarking, we can make better strategy decisions on whether to acquire, produce, or distribute content in certain geographies based on its performance. As a global phenomenon, "Blue's Clues" achieved 13.1x the demand in the United States and is outperforming the average TV show demand in each of its top ten global markets.
5. Optimal Release Strategy and Pricing: Demand data analytics can guide content owners when finding the best release strategy for their content. By knowing when there are spikes in demand, content owners can plan their releases to capitalize on this demand. We can also leverage the information to check if content is priced optimally, i.e., are the prices set too high or too low in relation to demand levels.
In conclusion, demand data analytics can help make informed decisions in content acquisition, programming, distribution, content valuation, and competitive benchmarking. The insights provided above, aided by the example of "Blue's Clues" in Canada in January 2024, demonstrate the power of demand data in shaping successful decision-making strategies.
