As an entertainment executive in the TV industry, making informed content, acquisition or distribution decisions is critical for success. One way to get ahead is by leveraging audience demand data to inform these decisions. Let’s look at the example of “Halo” in Canada for the month of January 2024 to explore how demand data delivers insights that can support strategic decision-making.
Firstly, we can use audience demand data to understand the current popularity of “Halo”. With 14.1 times the audience demand of the average show in Canada over the last 30 days, demand for "Halo" is outstanding. This data allows us to quantify the current demand for the show, and further contextualize "Halo's" demand by comparing it to the average demand for TV shows in Canada. We can also see that demand has been increasing for "Halo" in recent months, with demand up from 11.6 times the average over the last 90 days to 14.1 times the average in the last 30 days.
Demand data can also reveal how a show is performing in specific genres or how audiences compare it to other shows. In this case, we can see that "Halo" ranks at the 99.5th percentile in the war genre. This indicates that "Halo" has higher demand than 99.5% of all war titles in Canada. We can also see that viewers who like "Halo" also like other shows such as "House Of The Dragon", "The Mandalorian" and "Star Trek: Picard". These insights can help inform targeted acquisition or distribution decisions for a specific genre or audience.
Moreover, demand data can also provide insights into the show's performance globally. For example, "Halo" has excellent Travelability and Franchisability scores from Parrot Analytics' independent measure of its performance across six dimensions. This means that the show is receiving exceptional demand worldwide across all platforms, and has a strong potential for more spin-off opportunities. For "Halo", the biggest market for demand is the United States, where the show achieved outstanding audience demand of 16.1x.
Demand data also helps to minimize risks when making decisions around renewals or greenlighting new seasons. For "Halo", we know that its longevity measure is good, which means that audience demand overall is being maintained over time. This data could inform decisions about whether to renew or greenlight a new season of the show.
In conclusion, demand data holds great value to TV executives and can help inform important strategic decisions. It illuminates how to value content, which genres are becoming popular or direction for content that exhibits potential opportunities to acquire or produce. It can help executives understand how a show is performing both locally and globally, as well as its overall popularity and audience engagement. By leveraging demand data, TV executives can make better decisions around content, acquisition and distribution, and overall, minimize risk.
