As an executive working for an OTT platform, understanding the audience's demand for TV shows can help make more informed acquisition and programming decisions. In this case, we use the example of "Orphan Black," a show that has consistently maintained a high level of demand in Canada over the last 90 days but has recently experienced a small decrease in audience demand.
The global content demand of "Orphan Black" in Canada significantly exceeds the average show's level of demand, with a whopping 7.6 times higher demand than the average show within the last 30 days. It is critical to note the show's current declining trend, but still has achieved good demand.
One can also take to account the global performance of "Orphan Black" in other markets as it can predict how the show is being received worldwide. The show has a high demand across many global markets, with France in second place and Canada in first place with a significant demand of 5.6x recorded during the last 30 days. The show has been on air from 2013-03-30 until 2017-08-12 and has five seasons with 50 episodes.
Besides indicating how popular a TV series is currently or has been, demand data can be utilized to obtain more straightforward answers to content valuation questions around a specific TV series. Questions like the value of a particular IP, assessing a TV show's ability to drive subscriptions and mitigate churn, and determining how much a show is worth can be answered through demand data.
Additionally, the analysis identifies the show's affinity clusters, which helps OTT platforms identify the best talent or brand to partner with to expand the show's audience, as well as the optimal release strategy and pricing. For instance, shows like "For All Mankind," "Law & Order: Special Victims Unit," and "Better Call Saul" have the highest affinity for "Orphan Black." The OTT platform can use this data to attract more subscribers and promote content that might be of interest to such an audience.
Finally, analyzing the top global markets where "Orphan Black" is most in-demand over the previous 30 days can help the content distributor determine where to distribute a show or what region to prioritize. The momentum and reach of a show can help determine the effectiveness of the network's marketing campaign around a show, including how it compares to other shows.
