For entertainment executives at a streaming platform, Parrot Analytics' demand data offers valuable insights in making informed acquisition and programming decisions. One example is the Canadian audience demand analysis of the TV series "See" in December 2023. By using Parrot Analytics' metrics discussed below, entertainment executives can leverage the data in multiple ways.
The first metric to note is demand, which measures how popular a title is by audience engagement across platforms. "See" has demand 7.5 times higher than the average show in Canada over the last 30 days. This level of demand is usually found in only 8.6% of all the TV shows in Canada. Additionally, "See" is performing extremely well in the drama genre, with demand higher than 98.3% of all drama titles in Canada. Executives can use this information to evaluate whether "See" is a series that is worth acquiring, licensing, or financing. It can also help executives in conducting a content valuation of the series.
Entertainment executives can also use demand data to evaluate how well a series performs over time. Although demand for "See" in Canada has declined recently, its longevity is still outstanding, indicating that it maintains strong audience engagement over time. Executives can assess the series’ momentum to predict future growth by monitoring its pace of growth. Furthermore, executives can review audience demand change rates, which can help them to optimize their marketing and programming strategies.
Travelability is another key metric, which is a show’s international demand in relation to its home market. "See" has outstanding travelability, which indicates that it is a TV series with global appeal. This offers entertainment executives opportunities to curate their content library via the acquisition of content that has high popularity in multiple markets to boost international subscriptions and expand their device’s reach.
Other than travelability, "See" also offers outstanding franchisability. This suggests the TV series’ spin-off potential, and the creation of new content based on existing IP. Additionally, "See" also has outstanding reach with a high number of people expressing demand globally.
By analyzing the top 10 global markets where "See" is most in-demand over the last month, entertainment executives can quantify the show's global demand potential. The analysis above stated that "See" outperforms the average show demand in all the global markets where it is in high demand. The series' demand in the United States is outstanding, with 12.6x more audience demand than the average show. Additionally, Russia, Brazil, France, Bulgaria, Poland, Italy, South Africa, and Portugal also show outstanding demand.
Finally, entertainment executives can leverage Parrot Analytics' demand data to shape their marketing strategies by ensuring that their content's right audience views it on their platforms. They can do this by creating optimal release strategies, pricing, and content selection that optimize their subscribers’ viewing experiences.
In conclusion, Parrot Analytics offers entertainment executives a suite of metrics that cover a vast range of insights. Using demand data as a lens, executives can make more informed content acquisition, distribution, and programming decisions by understanding how well a series performs over time, its global demand potential, franchisability, and reach of a TV series.
