As a TV executive, you're constantly looking for insights that can help you make more informed decisions about content creation, acquisition, distribution, and programming. Demand data from platforms like Parrot Analytics can provide useful insights that can guide your decision-making process. Using "The Expanse" as an example, here are some possible questions that executive may ask and how demand data can provide insights that help to answer them:
1. What is the value of "The Expanse" in the Canadian market, and how does it compare to other shows?
Answer: "The Expanse" has an outstanding demand in Canada, with 12.8 times the audience demand of the average show over the last 30 days. This show only makes up around 2.7% of all TV shows, which is an indication of its high value. Additionally, compared to its demand in the last 90 days, the demand has been increasing recently. Its rank in Canada has dropped by 23 spots during December in Canada. However, "The Expanse" ranks at the 99.5th percentile in the mystery genre in Canada in December, meaning it outperforms 99.5% of all mystery titles in the region. Thus, this data suggests that "The Expanse" has significant value to the Canadian market, particularly to those who enjoy the mystery genre.
2. Can demand data be used to assess the value of "The Expanse" as an acquisition for a streaming platform?
Answer: Yes, demand data can be used to help assess the value of "The Expanse" as an acquisition for a streaming platform. The content valuation system powered by Parrot Analytics uses global content demand and supply to estimate the value of a title that drives engagement across the rest of the catalog. Parrot Analytics' content valuation system can reveal the dollar value contribution of any title, to any platform, in any region. Furthermore, it offers insights on how much global appeal a title has in comparison with other titles in the genre, and the best release strategy for a title. In the case of "The Expanse," there is high demand in many global markets, and it outperforms the average TV show demand in each of the markets where it is most in-demand over the last 30 days. Hence, streaming platforms can use demand data to estimate the potential value of acquiring "The Expanse."
3. Is "The Expanse" holding up well over time?
Answer: Yes, based on Parrot Analytics' data, "The Expanse" has good longevity. This metric considers how well audience demand is maintained over time. "The Expanse" has an exceptional longevity score measured over six dimensions of demand: travelability, momentum, franchisability, reach, global demand, and local demand.
Besides, it has achieved a great performance on a 1 year rolling basis vs the last 30 days. Although its peak demand in the past year was 14.4 times the average TV show during the last 30 days, it reached 14.5 times the average. This indicates that the show's popularity has seen an increasing momentum, and the average demand during the last 30 days was higher than the mean show demand over the course of the past year.
4. What can be learned about the show's fanbase?
Answer: Audience data can provide insights into the show’s fanbase. Parrot Analytics' data indicates that fans of "The Expanse" also like shows such as "Rick And Morty," "Foundation," "Star Trek: Discovery," "Star Trek: Strange New Worlds," etc. This information shows that the fan base of "The Expanse" is likely interested in other science-fiction and action/adventure programming. Studying fan behavior in the pre-release phase helps optimize marketing campaigns on the SVOD service.
5. What are the show's strengths outside of its country of origin?
Answer: Parrot Analytics’ travelability dimension can be used to identify how well "The Expanse" performs outside its home country, the United States. The show's popularity outside the US is outstanding too. Looking at the top 10 global markets where "The Expanse" is most in-demand over the last 30 days, we find that this TV series outperforms the demand of the average TV show in each of these markets. Therefore, it is possible to position "The Expanse" as a globally appealing title, which has higher value for international distribution and could help a platform in the optimization of content acquisition strategy.
Using viewership and engagement data can help executives create more informed decisions and guide their strategy associated with content creation, acquisition, distribution, and program planning. By analyzing demand data with Parrot Analytics, executives get insights into the fan base, the sustainability of the show's success, and commercial potential in multiple markets.
