If you are a TV executive, you are likely grappling with numerous considerations related to content valuation, acquisition, programming, and distribution. Parrot Analytics' demand data can provide you with insights that can help inform your decisions. Let us discuss how "Shetland" illustrates some of the benefits of using demand data as you navigate the entertainment landscape.
Firstly, demand data can be used to inform content valuation. For example, if you need to determine the value of a specific title or even an entire content library, you can leverage Parrot Analytics' content valuation system, which is based on demand data, to establish its dollar value contribution to any platform in any region. In the case of "Shetland," we see that it obtained 11.5 times the audience demand of the average show in Canada over the last 30 days. With only 2.7% of TV shows achieving this level of demand, it is exceptional. These figures can help content financiers, property owners, and content distributors assess the value of the show objectively.
Secondly, demand data is useful for content acquisition or distribution decisions. A platform planning to acquire the show or decide the mode of distribution can consider the show's travelability. This can be achieved by measuring the show's international demand relative to its home market. For instance, "Shetland" has a good travelability rating, with the demand for the show in Canada being 72% of the demand in the UK, its home country. This means the show could have potential international demand. Additionally, the show has outstanding demand metrics in various global markets, including Australia, Canada, the Netherlands, New Zealand, Sweden, Argentina, and Ukraine. This information can inform distribution decisions by helping to identify where there is a high demand for the show internationally.
Thirdly, understanding demand can aid programming decisions. Demand data can inform programming decisions by revealing what is popular in a particular region or on a global scale. For example, "Shetland" has shown a growing demand in Canada, with audience demand increasing by 21.3% in December 2023, perhaps prompting any network looking for an engaging crime series to consider airing it. Furthermore, audience demand growth for "Shetland" has been outstanding, which means it has been gaining momentous popularity lately. For example, on a rolling year basis, the show's average demand was 6.5 times the average title, compared to 11.5 times the title average for the last 30 days, indicating that the show's popularity has soared.
Fourthly, demand data can aid in making informed marketing decisions. Pre-release marketing campaigns can be optimized based on demand data to gather a large audience and drive subscriptions. By assessing "Shetland's" momentum, or the pace of its growth, and its reach, the number of people expressing demand for the show, marketing teams can prepare suitable promotional content around the show and also drive subscriptions for SVOD platforms.
Finally, demand data can illuminate insights about audience tastes and preferences. Insights such as analyzing what other shows are liked by fans of "Shetland" can reveal audience clusters that can be targeted for better audience engagement. In this case, other shows that "Shetland" audiences are more likely to be interested in include "Grand Designs," "Peaky Blinders," and "Midsomer Murders."
In conclusion, Parrot Analytics' demand data, in combination with some of the questions outlined above, provide entertainment executives with insights that ultimately help them make more informed decisions. In the case of "Shetland," demand data can be leveraged to establish its value and evaluate its potential for distribution in different regions and programming decisions, including optimizing marketing efforts. With this data, TV executives can more confidently make decisions related to content valuation, acquisition, distribution, and programming.
