For executives working in any part of the entertainment industry, demand data can be a powerful tool to make informed decisions. The case study of "Salvation" provides a good example of how demand data can help executives with content valuation, distribution decisions, acquisition decisions, and merchandising.
Content Valuation:
With demand data, executives can estimate the worth of a show based on its audience, and "Salvation" has a demand level of 2.2 times the average show in Canada, suggesting good audience demand. However, to be of more use in valuing the content, executives should assess other metrics such as its Parrot Pulse across six dimensions, which show excellent global performance across all platforms overall but poor travelability, indicating low international demand.
Distribution Decisions:
With demand data, executives can discern where a show is in demand and can prioritize distribution, making broader decisions about where to promote the content and also where to put more effort to drive audience engagement. "Salvation" has good demand data in Canada but measures okay elsewhere in the world. By exploring its top 10 global markets, executives can have a better idea of where they should prioritize distribution efforts and cater their campaigns, such as the United States, where this TV series works well.
Acquisition Decisions:
Executives can use demand data to estimate the potential impact a title might bring to any given platform. For example, with "Salvation," executives can explore metadata about its audience, demographic or geolocation data to learn which people and market segments are most engaged. Executives can also learn that audience demand for this show is decreasing in Canada by 35.5%, and so carefully consider whether spending funds to acquire it is valid.
Merchandising and Licensing:
Executives understand which genres have the greatest audience demand and can use this data to advertise merchandise or licensing sweepstakes and to create new IP shows. With "Salvation," executives can know that it ranks at the 94.0th percentile in the drama genre, in December, having higher demand than 94.0% of all drama titles in Canada.
Programming Decisions:
Executives can minimize risks and improve engagement for current and future shows by learning what audiences liked about similar shows in the past and what makes them successful. With "Salvation," executives know what other shows audiences enjoyed and can use this information to consider what elements made them popular. This data can inform their choices on how to produce similar genres and merchandise such new shows better.
In summary, Parrot Analytics' demand data can help executives make informed programming, content valuation, acquisition, distribution, and merchandising decisions. With demand data, executives can assess a series' worth, its potential impact on a platform and learn more about its audience, demographics, and existing competitors. Such information can enable them to cater the production and distribution of new, current and future content to better meet market demands.
