Entertainment executives across different domains can use demand data to make informed decisions about content acquisition, distribution, programming, and valuation. Let's take the example of "Broken," a TV series that aired in Canada in November 2023, to understand how executives can utilize Parrot Analytics' demand data to inform their strategic decisions.
One of the key questions that executives ask is how much a series is worth. Content valuation helps determine the dollar value contribution of a title to a platform or a streaming service. Parrot Analytics' content valuation system is based on demand data and can reveal the value of a content library to a platform over time. For example, the demand for "Broken" in November 2023 was 2.6 times the audience demand of the average show in Canada over the last 30 days. This indicates a good level of demand and only 8.6% of all TV shows have this level of demand. The increasing demand for the show, which was 1.8 times the average over the last 90 days, suggests that the series is gaining popularity. These demand metrics could have implications for the show's valuation and help executives make informed decisions about its worth.
Demand data can also be used to make content acquisition decisions. By analyzing audience demand for a title, executives can understand which titles would most contribute to subscriber retention or growth. For instance, executives can use demand data to assess the demand for "Broken" in different markets, such as the United Kingdom, Ireland, the United States, Netherlands, Australia, Canada, India, Germany, and Poland. The demand data reveals that "Broken" outperforms the demand of the average TV show (1x) in each of these markets, making it an attractive acquisition for several platforms or streaming services.
Furthermore, demand data helps executives with programming decisions, such as selecting the best release strategy for a show. By looking at the season profile of "Broken," executives can determine the optimal time to release a new season, which could align with peak demand for the show in November. Executives can also use affinity analysis to understand the show's target demographic and adjust their programming and marketing strategies accordingly to maximize engagement.
Finally, demand data can inform distribution decisions. By examining the show's global performance across dimensions such as travelability, longevity, momentum, franchisability, and reach, executives can determine which platforms or linear networks to target for distribution. For example, in Canada, "Broken" had good demand with increasing momentum, and a good franchisability potential. Executives can use this information to source the best distribution deals or select the most appropriate network or platform for the show's success.
In conclusion, demand data is a powerful tool that can help entertainment executives make informed decisions about content acquisition, distribution, programming, and valuation. By closely examining the audience demand for a show like "Broken," executives can gauge its worth, determine its popularity in different markets, adjust their programming and marketing strategies, and select the best distribution deals for the show's success.
