For entertainment decision-makers, understanding audience demand is crucial in determining the value of a title. Being able to evaluate not only the present but also the future of a show is important for effectively planning content decisions, especially when it comes to investment, distribution, and marketing. As an example, let's take a look at "Jersey Shore: Family Vacation" for the month of January 2024 in Canada and see how the different dimensions of demand can be used to make more informed content decisions.
1. Content Valuation: To determine the value of a title, demand data can be used to understand how much a series is worth, for instance in terms of audience appeal or how much it may contribute to a platform's bottom line. Using Parrot Analytics content valuation, executives can see the value of a TV series to a platform in any region. For the month of January 2024 in Canada, we see that "Jersey Shore: Family Vacation" has outstanding demand, 14.0x the audience demand of the average show in the country over the last 30 days. Given its high demand, we can consider this title as economically valuable and a strategic asset for a streaming platform.
2. Demand informs acquisition decisions: To evaluate a series that may be acquired, understanding its demand performance is crucial in gauging its future potential. Potentially useful data points to consider when acquiring a series could be: How has audience demand for the series evolved over time? How strong is the demand for this series compared to other reality shows in Canada? What is its global reach? For "Jersey Shore: Family Vacation," we see a slight decrease in demand of 5.6% in Canada during January, but its global performance is outstanding.
3. Distribution decisions can be informed by demand data: Understanding audience demand in different markets can give executives insight into where to focus their distribution efforts. Looking at the top 10 markets where "Jersey Shore: Family Vacation" is most in-demand can help decisions makers to assess its potential reach and where it would be most valuable to distribute its episodes. We see that the show has outstanding demand in its country of origin, the United States, and very high demand in Canada, the United Kingdom, Netherlands, Australia, and Germany, which could signal potential targets for distribution in these territories.
4. Programming decisions can benefit from understanding audience demand: By monitoring audience demand for different types of content, TV executives can see which genres are resonating with audiences and identify content gaps that need to be filled. From the data for "Jersey Shore: Family Vacation," for instance, we see that the show is in the 99.7th percentile in the reality genre in Canada. Understanding who is enjoying the show, where they are from, and what other shows they also like from Parrot Analytics can help programming executives determine how to adjust their content slate to attract new subscribers to their SVOD service or retain their current ones.
5. Understanding the different dimensions of demand: With several demand dimensions available, TV executives can get a deeper understanding of a show's potential when making strategic decisions. For "Jersey Shore: Family Vacation," we see that its worldwide audience demand is outstanding, its travelability is good, and its longevity is outstanding. The show has a good franchisability (spin-off potential), and its reach is good. Understanding these dimensions gives executives a more holistic perspective of a show's performance, which can serve as a guide in planning their content and distribution strategy.
In conclusion, the use of demand data can give TV executives a comprehensive understanding of a title's performance, which is vital in making informed content decisions. By leveraging demand data given different dimensions such as momentum, travelability, and reach, TV executives can tailor their programming decisions and strategies to maximizing audience appeal and minimizing churn.
