As an entertainment executive in an OTT platform or TV network, understanding audience demand through demand data is essential to making informed content decisions. A show like "Happy Valley" is a great example of how demand data can help to gauge audience interest and determine the value of content. The show has been airing since 2014 and has achieved a considerable amount of popularity, with significant audience demand in Canada over the last month.
Content valuation is an essential aspect of decision-making, and demand data can help to evaluate the content's worth in monetary terms. For instance, with Parrot Analytics' content valuation system, executives can determine the dollar value contribution of a particular title to a platform in any region. By using this method, executives can estimate the value of the show in terms of generating new subscribers, mitigating churn, and driving profitability both in the short-term and over the long-term.
Suppose you're considering acquiring or distributing "Happy Valley." In that case, demand data from Parrot Analytics can provide insights on various aspects of the show's performance, such as its momentum or trend over time, audience reach, longevity, and how well it travels (its global appeal). Demand data can also be used to assess the show's franchisability or spinoff potential.
In addition to content valuation, demand data can also inform programming decisions, such as how to release a show or reach its target audience. With the insight gathered from demand data, executives can develop optimal release strategies that achieve maximum engagement and audience growth. Additionally, by analyzing taste clusters, talent affinity, and genre resonance, decision-makers can field targeted marketing campaigns that add value to their overall content strategy.
Finally, by understanding Happy Valley's performance by geography, executives can make informed decisions on the best distribution platform and deals to make. For instance, if market intelligence shows that the show is underperforming in Germany, an OTT platform can consider allocating more marketing spend to gain audience traction. In contrast, the same may be unnecessary in the UK, where "Happy Valley" enjoys massive popularity.
In summary, the example of "Happy Valley" highlights the value of demand data in content decision-making. Executives can leverage demand data to determine the monetary worth of a particular title, how to target audiences, formulate content strategies, and improve overall content acquisition, distribution, and programming decisions.
