As a TV executive, you can use demand data to make more informed content, acquisition, distribution, and programming decisions. In this article, we will use "Jane The Virgin" as a case study to illustrate the insights that can be drawn from demand data.
Content valuation is highly dependent on demand data as it enables a quantification of the economic value of TV series. For instance, one of the crucial questions for a streaming platform or a TV series financing company could be, "How much is my series worth?" The Parrot Analytics content valuation system uses demand data to reveal the monetary value contribution of any title, to any platform, in any region.
For "Jane The Virgin," the demand data reveals that the TV series has 2.1 times the audience demand of the average show in Canada over the last 30 days, indicating that the show's demand is good. Only 8.6% Of all TV shows have this level of demand. However, compared to its demand of 2.4 times the average over the last 90 days, demand for this show has been decreasing recently. Knowing this, a TV production company or studio can decide whether to acquire the show or not.
TV networks and SVOD platforms constantly face decisions concerning supply and demand, such as what type of content exhibits the opportunity to produce or acquire. By examining which shows perform similar to "Jane The Virgin" based on the data on similar shows that the show's fans also like, like "RuPaul's Drag Race," "SEAL Team," "Prison Break," "The Resident," among others, provides a guide to TV networks in their acquisition or production-making decisions.
Content valuation is region-specific, and Parrot Analytics data enables executives to estimate the value of exclusivity and global appeal of a title. It shows that the TV series has different levels of demand in different countries. For example, demand for "Jane The Virgin" in Canada was 21% of the demand in its country of origin, the United States. This indicates that executives can earn a good return on investment by acquiring exclusive rights in some countries with higher demand. Executives can also make revenue-generating decisions about franchises, spin-offs, and future content investments.
Another significant decision entertainment executives face is deciding which platforms to target for distribution of their content. The Parrot Pulse for "Jane The Virgin" provides an independent measure of its global performance across six dimensions. This includes audience demand across all platforms and travelability, which quantifies a show's international demand relative to its home market.
In summary, demand data can be used to value content, identify opportunities for production or acquisition, optimize marketing campaigns, plan the release strategy, identify under-monetized titles, enable competitive benchmarking, and audience acquisition or retention. "Jane The Virgin" provides an excellent case study to demonstrate how demand data aligns with content valuation and how entertainment executives can make informed content, acquisition, distribution, and programming decisions based on the insights provided by Parrot Analytics data.
