As a TV executive, the use of demand data is vital when it comes to making informed decisions to ensure your content performs well. Using the example of "Fantasy Island (2021)" in Canada during December 2023, we can explore how demand data can help executives make better content acquisition, distribution and programming decisions.
Firstly, you can use demand data to determine how much content is worth to a particular platform. Parrot Analytics offers a content valuation system powered by global content demand and supply, showing the dollar value contribution of any title to any platform, in any region. You can then use this information to make more informed choices about how much to spend on content and which titles to prioritize.
Demand data also allows you to map out local whitespaces and understand the most popular genres in your market. This can help to guide programming decisions and inform acquisition processes, for example by identifying what type(s) of content exhibit the most opportunity to acquire or produce. In the case of "Fantasy Island (2021)", we can see that the demand for the show has increased in Canada by 68.1% during December, indicating that the show is becoming more popular in this market.
Demand data informs decisions concerning supply and demand. You can use supply and demand data to understand which titles are likely to drive subscriptions and mitigate churn for a particular platform, and this information can inform acquisition decisions. You can also quantify the platform-specific marginal revenue contribution of a title and how it drives engagement across the rest of the catalog, which is particularly important for SVOD platforms.
Additionally, demand data is valuable for making informed decisions about release strategy and pricing. You can use demand data to determine when to release a new season or title and how much to charge for it, as well as to identify optimal release windows and strategies for expanding distribution.
Regarding programming decisions for an OTT platform, it is important to know the affinity analysis of the audience. Parrot Analytics demand data powers affinity analysis, which could help you know which TV shows will help you to acquire or retain subscribers. Using the example of "Fantasy Island (2021)", we can see that fans of the show also enjoy titles such as "FBI", "The Equalizer" and "Nancy Drew (2019)", which could help executive in charge of programming to make informed decisions about what to acquire or produce next.
Finally, demand data allows you to monitor the longevity of a show by measuring audience demand over time. This can inform decisions around which titles to acquire for catalog content to increase engagement and retain customers. In the case of "Fantasy Island (2021)", the demand was increasing, indicating that the show was performing well in terms of longevity.
In conclusion, demand data gives TV executives valuable insights into audience behavior, preferences and trends that can aid decision making when it comes to content valuation, acquisition, distribution and programming. By using demand data, you can make more informed decisions about your content, and ensure that it reaches its target audience effectively.
