Entertainment executives working at various organizations face challenges in identifying the best content for their audiences. They need to make well-informed content acquisition, distribution, and programming decisions to stay competitive in a rapidly changing market. Demand data analytics can provide informed insights based on multiple dimensions, including Parrot Pulse, Travelability, Franchisability, Longevity, and Reach. These insights can help entertainment executives to understand the popularity, profitability, and potential of a TV series, movie, or other entertainment content.
Let's look at the analysis of "Happy Tree Friends" for January 2024 in Canada to understand how demand data analysis can help entertainment executives make strategic decisions for their content.
Demand data analysis can be used to do the following:
- Content Valuation: Demand data analysis reveals the dollar value contribution of any title, to any platform, in any region. By using demand data, executives can determine how much to spend on content, how much a series is worth, the value of the content library to a platform, and the baseline value of a title. "Happy Tree Friends" has 2.5 times more audience demand than the average show in Canada, valued at 93.5th percentile in the comedy genre, which indicates that the show has high demand and is popular among Canadian audiences.
- Acquisition Decisions: Entertainment executives use demand data to identify the type(s) of content that exhibit opportunities for acquisition or production. By comparing the performance of "Happy Tree Friends" on a 1-year rolling basis vs the last 30 days, executives can find that the show's popularity has increased, with an average demand on a rolling year basis of 1.5 times the average title, compared to 2.5 times the title average in the last 30 days. This suggests that "Happy Tree Friends" may be an attractive acquisition.
- Programming Decisions: The entertainment executives use demand data to identify the most popular genres in local markets and the top 10 global markets where a TV series is most in-demand. The insight can help guide programming decisions that are aligned with audience preferences and tastes. For example, "Happy Tree Friends" outperforms the demand for the average TV show in each of the top 10 global markets, with the United States being its number one market globally, with an outstanding audience demand of 5.4x.
- Distribution Decisions: By using demand data, executives can make informed decisions about selecting suitable platforms for distributing a TV series. Demand data reveals audience preferences and trends, helping executives identify the most appropriate platforms to maximize returns on investment. With good travelability, a show's global popularity can be compared to its home market, as in the case of "Happy Tree Friends," where the demand for the TV series in Canada was 20% of the demand in the United States, its country of origin. This insight can help guide effective distribution strategies.
In conclusion, demand data analysis provides entertainment executives with an effective tool for making informed decisions about content acquisition, distribution, programming, and content valuation. By leveraging demand data analysis as in the case of "Happy Tree Friends," which has good demand, outstanding longevity, momentum, and franchisability, entertainment executives can stay abreast of audience preferences and tastes and ensure the profitability and competitiveness of their organizations.
