Demand data provides valuable insights into the popularity of TV shows in various markets, allowing entertainment industry executives to make more informed content, acquisition, distribution, and programming decisions. Parrot Analytics' demand data provides a comprehensive measure of popularity that is not solely based on traditional viewership metrics but rather takes into account audience demand, social media engagement, and audience feedback.
For instance, let's take a look at "Inside Edition" for the month of December 2023 in Canada. According to Parrot Analytics data, "Inside Edition" has 14.6 times the audience demand of the average show in Canada over the last 30 days. This level of demand is outstanding and indicates that the popularity of the program is increasing. Additionally, demand for the show spiked in late December 2023, suggesting the cause may have been some significant event or story during that period.
Content valuation using demand data can help executives answer several questions. For example, one can determine the value of the TV show, how much of the show's value is being driven by demand for one of its stars, how much a content library or TV series should cost or be worth to a platform over time, or if the show should be considered a strategic asset for a streaming platform.
Furthermore, comparing the performance of "Inside Edition" rolling year basis versus the last 30 days reveals interesting insights. Although the show's peak demand was 17.8 times the average over the course of the entire year, it peaked at 17.3 times the average in the last 30 days, indicating increased popularity. The show's average demand on a rolling year basis was 12.3 times the average title, compared to 14.6 times the title average for the last 30 days.
Using demand data, one can also assess a TV series' ability to drive subscriptions, retain subscribers, or mitigate churn. In this case, "Inside Edition" ranks at the 99.5th percentile in the news genre for Canada, indicating it has higher demand than 99.5% of all news titles in Canada. And while audience demand in Canada for "Inside Edition" has decreased by 3.1% in December, it still maintains its outstanding demand level. Entertainment industry executives, such as those working at TV production companies or an OTT, SVOD, or pay TV network, can use this demand data to ensure they have the latest content available for their platform at peak demand times.
Demand data can also provide invaluable insights into a show's reach, momentum, longevity, and franchisability, all of which is concerning the show's performance. For example, Parrot Analytics' demand data shows that "Inside Edition" has exceptional longevity and momentum, while its reach, the number of people expressing demand for the show, is okay.
Finally, demand data can be used to optimize content release strategies and pricing to maximize audience engagement and generate more revenue. In summary, demand data offers insight into audience preferences and demands, allowing decision-makers to make informed choices about content acquisition, programming, and distribution.
