As a TV executive, demand data can provide valuable insights into how to make more informed content and distribution decisions. By looking at the example of "Inuyashiki" in Canada in December 2023, we can see how demand data can be used to analyze a show's relative popularity in different markets, its momentum, longevity, and franchise potential, as well as in uncovering audience preferences and crafting marketing strategies. Here are some potential applications of demand data based on the "Inuyashiki" analysis:
- Content valuation: Parrot Analytics content valuation system is based on demand data, which can help executives quantify a show's contribution to a platform's revenue and assess the value of exclusivity. In the case of "Inuyashiki", the show has demand 3.4 times higher than the average show in Canada over the last 30 days, indicating that it may be a valuable asset for a streaming platform.
- Audience preferences: By analyzing the top shows that "Inuyashiki" fans also like, such as "Undercover Boss (US)" and "Rick and Morty", executives can identify audience preferences and potentially acquire or produce other titles in the same genre or with similar themes that may resonate with viewers.
- Travelability: Travelability measures a show's international demand relative to its home market. For "Inuyashiki", it is poor, meaning that the show may not have significant appeal in markets other than Japan and Canada. However, this information could help executives fine-tune their global expansion strategy and focus on markets where the show is more likely to succeed.
- Programming decisions: Knowing that "Inuyashiki" had a significant increase in demand in mid-December can inform decisions around programming schedules and release strategies to maximize audience engagement.
- Marketing optimization: The insights into the show's global performance across six dimensions provided by Parrot Pulse can help executives optimize their marketing campaigns. For instance, the fact that "Inuyashiki" has poor franchisability and reach can inform decisions around how to develop spin-offs or how to promote the show to new audiences. Similarly, knowing that the show's momentum is outstanding can highlight the potential for continued growth in demand, which executives can leverage in their marketing efforts.
Overall, the use of demand data can significantly enhance decision-making across a range of areas in the entertainment industry, from content valuation to marketing strategies. By leveraging data insights into audience preferences, travelability, momentum, longevity, and franchisability, executives can make more informed and data-driven decisions that lead to better results for their businesses.
