As a TV executive, demand data can provide invaluable insights to make more informed content, acquisition, distribution, and programming decisions. Let us examine the case of "Looking" in Canada during November 2023 to understand the potential of demand data.
Content Valuation: Demand data can enable content valuation by revealing the baseline value of a title and its ability to drive subscriptions and mitigate churn. In Canada, over the last 30 days, "Looking" achieves 4.0 times the audience demand of the average show, indicating good demand. With the show's unique storyline about contemporary gay relationships, "Looking" can be considered a strategic asset for a streaming platform targeting the LGBTQ+ community. By quantifying the platform-specific marginal revenue contribution and how a title drives engagement across the rest of the catalog using demand data, Parrot Analytics' content valuation system can estimate the ROI a specific title will bring for any given platform.
Acquisition and Distribution: Demand data can empower executives to determine which type of content exhibits an opportunity to acquire or produce and identify the type of platform to target for distribution. The strong demand for "Looking" in Canada indicates that it could be an excellent acquisition for a Canadian SVOD platform targeting romance genre programming. Identifying the top shows that fans of "Looking" also like can help with identifying content that complements a network's existing slate. Additionally, measuring the show's travelability (international demand), longevity, momentum (pace of growth), franchisability (spin-off potential), and reach (the number of people expressing demand for a show) using Parrot Pulse can help evaluate the show's performance in different geographical markets.
Programming: Demand data can help executives optimize their marketing campaigns for upcoming productions and determine the best release strategy and pricing for content. In Canada, "Looking" experienced a demand spike in late November 2023. By analyzing taste clusters, Parrot Analytics demand data can provide insights on current audience preferences and help executives make informed decisions on the programming slate. Furthermore, examining the show's performance on a 1-year rolling basis vs. the last 30 days can reveal how a show's popularity has evolved.
In conclusion, demand data provides a powerful tool for TV executives to make strategic decisions on content, acquisition, distribution, and programming. With the help of Parrot Analytics' demand data, executives can evaluate the value of their content and make informed decisions that cater to their target audience's interests, resulting in increased engagement, customer satisfaction, and profits.
