For entertainment executives, demand data can provide valuable insights and inform strategic decision-making, such as content valuation, acquisition, distribution, and programming decisions. Taking the example of "Dragon Ball Super" in October 2023 in Canada, we can see how demand data can be used to help inform content decisions.
Using the demand data from Parrot Analytics, executives can assess the popularity of a show in their region or globally, as well as identify audience preferences and tastes. In this case, "Dragon Ball Super" had 8.2 times the audience demand of the average show in Canada over the last 30 days, showing tremendous popularity. Executives can use this information to value the content and evaluate its ROI. They can also calculate the show's marginal revenue contribution to a platform, its ability to drive engagement across the rest of the catalog, and estimate its cannibalization if available on other services.
Furthermore, executives can use demand data to optimize the release strategy and pricing of a show, identify under-monetized titles and new opportunity markets for content distribution, and uncover new franchises or spin-off potential. Demand data can enable executives to benchmark their content against other titles available on the market, and inform pre-release marketing strategies to optimize premiere.
Audience demand data can provide insights into show's performance across multiple dimensions, including momentum, longevity, reach, and franchisability. For instance, "Dragon Ball Super" has excellent performance on each of these dimensions, indicating sustained popularity and spin-off potential. Executives can use the Parrot Pulse data to get a more comprehensive and independent measure of a show's global performance across all platforms.
Executives can also use demand data to make decisions around supply and demand, to identify which type(s) of content have the opportunity to acquire or produce, and to target specific platforms or networks for distribution. In addition, demand data can help with subscriber retention and acquisition decisions, such as identifying titles that will keep current audiences happy or attract new subscribers to a platform.
In conclusion, demand data provides valuable insights to entertainment executives to help them make informed decisions in content valuation, distribution, and programming. The insights provided in this case study of "Dragon Ball Super" demonstrate how demand data can help identify audience preferences and tastes, assess content value, optimize release strategies and marketing campaigns, inform distributor and platform fit, and identify new business opportunities.
