How Demand Data Can Help TV Executives Make Informed Content, Acquisition, and Programming Decisions: A Case Study on Marvel's Jessica Jones

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Parrot Analytics Insights - December 2023

As a TV executive, you need to make informed content or acquisition decisions. Demand data can be a key tool in your decision-making arsenal. For instance, let us consider the example of "Marvel's Jessica Jones", a Netflix original show that originally aired in November 2015 and finished in June 2019 with 39 episodes across three seasons.

Firstly, content valuation uses demand data to inform decision-making around how much to spend on content. Parrot Analytics' content valuation system is based on demand data and reveals the dollar value contribution of any title, to any platform, in any region. For "Marvel's Jessica Jones", the demand for the show in Canada was 3.5 times the average show demand in the country over the last 30 days. This indicates that the demand for the show is good, and only 8.6% of all TV shows have this level of demand in Canada. Moreover, the demand for this show has been recently increasing, with 3.1 times the average demand over the last 90 days. Therefore, as an executive, you can use this demand information to understand the total value of the show, and make an informed decision on how much to spend on acquiring or producing content.

Secondly, demand data enables you to make informed decisions around content acquisition. For instance, the show's audience overlap analysis reveals that fans of "Marvel's Jessica Jones" also enjoy other Marvel shows such as "Marvel's Daredevil" and "Marvel's The Punisher." Therefore, as an executive, you may consider acquiring these shows to create a cohesive universe of Marvel content and keep the audience engaged.

Thirdly, demand data can inform programming decisions and scheduling strategy. In "Marvel's Jessica Jones" case, we see that the demand for the show spiked in mid-December, indicating that an optimal release strategy could be to release the subsequent seasons of the show in December. Additionally, examining the top 10 global markets where the show is most in-demand helps in deciding how to release the content and where to promote the show.

Lastly, demand data enables you to understand the show's popularity in different markets around the world. The show is most popular in the United States, where the audience demand is outstanding at 4.5 times the average TV show. Nonetheless, the show is still in high demand in other markets, including Canada, the United Kingdom, Sweden, China, France, Australia, and Russia. Therefore, understanding the demand for the show and how it varies across markets can help in decision-making around distribution strategies.

In conclusion, demand data can be a critical tool for making informed decisions around content valuation, acquisition, distribution, and programming strategies. Using the example of "Marvel's Jessica Jones," executives can see how demand data can help them make informed decisions and maximize the value of their content.

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