As an entertainment executive, you have a lot of creative choices and decisions to make that will impact your audience, your brand, and your platform's overall performance. Demand data enables you to make smarter decisions and to mitigate risk in several ways. "Married ... With Children" is a great example of how demand data can inform your business decisions.
First, you can use demand data to assess content valuation by analyzing how much a show is worth and how much of its value is being driven by demand for stars, high-quality storylines, concepts, or genres. Parrot Analytics' content valuation system calculates the dollar value contribution of any title on any platform in any region. "Married ... With Children" exhibits 5.1 times the audience demand of the average show in Canada over the last 30 days, which indicates that it has a solid popularity. Moreover, its global performance is acceptable in terms of demand and travelability, indicating good franchisability and reach.
Second, you can use demand data to assess which titles to acquire or produce via quantifying the platform-specific marginal revenue contribution and how a title drives engagement across the rest of the catalog. For example, you can see that "Married ... With Children" has maintained longevity, momentum, and remarkable travelability, indicating opportunities for global SVOD expansion, although its momentum is only acceptable.
Third, demand data informs your programming decisions, from what genres will resonate with your current audience, to what type(s) of content exhibit an opportunity to acquires or produce. For instance, you can assess particular shows' ability to drive subscriptions and mitigate churn by estimating its cannibalization of audiences if it is available on multiple services, and you can determine the ROI a specific title will bring for any given platform. For example, by examining the top 10 global markets where "Married ... With Children" is most in-demand over the last 30 days, we find that this TV series outperforms the demand of the average TV show (1x) in each of these markets.
Fourth, demand data contributes to smart distribution decisions, including mapping local whitespaces, identifying under-monetized titles, assessing platform and network fit, and benchmarking against other titles available in the market. By looking at "Married ... With Children" in Canada alone, you can see that the show has been experiencing increasing demand recently, and its peak demand has been increasing compared to the last year. Moreover, the audience for the show has been growing well, particularly in the United States, Canada, Bulgaria, Germany, Netherlands, Australia, Switzerland, France, and the United Kingdom.
In conclusion, demand data can supply you with valuable insights into how your content performs on your platform and globally. It displays how your audience perceives your content, where it falls short, and the course of action required to make it successful. With the advent of new technologies, it is vital to appreciate how big data can refine your decision-making about content acquisition, production, and distribution.
