If you are in the business of producing, financing, distributing or acquiring TV shows, you know that the ability to understand more about what audiences want is critical to making informed content decisions. The analysis of "The Handmaid's Tale" for the month of September 2023 in Canada shows how demand data can help entertainment executives make better decisions around content valuation, acquisition, distribution and programming.
Content valuation is based on audience demand data, and Parrot Analytics can help you determine the value of content to any platform, in any region. In the case of "The Handmaid's Tale," the demand data shows that it has 12.6 times the audience demand of the average show in Canada over the last 30 days. This outstanding demand is an excellent indicator that the value of the content for a streaming or TV platform is high. Parrot Analytics' content valuation system can provide you with an economic valuation using global content demand and supply.
Acquiring the right content is critical, and demand data can provide a clear picture of what is popular with audiences. Using "The Handmaid's Tale" as an example, our data reveals that its audience is interested in shows like "House Of The Dragon", "The Last Of Us", "Foundation", "Rick And Morty", "Ahsoka", "South Park", "Star Trek: Strange New Worlds", "Westworld" and "The Walking Dead". By understanding the shows that are performing well with a similar audience, distribution and acquisition executives can adjust their strategies accordingly, for example, by looking at the potential for spin-offs.
The analysis of "The Handmaid's Tale" in Canada also provides insights into how to program the show successfully. The demand data shows that the audience is heavily concentrated in specific markets such as the United States, France, the Netherlands, Brazil, Canada, the United Kingdom, Italy, Israel and Australia. This segmentation data can help you tailor your promotional strategies to these markets based on localized audience demand.
Momentum and longevity are also important factors when it comes to successful programming decisions. Parrot Analytics provides insights into all six dimensions of performance, but in the case of "The Handmaid's Tale," its momentum (the pace of growth) and longevity (how well audience demand is maintained over time) are exceptional. By understanding these metrics and looking at the peak demand for the show compared to its average demand over a year, we can see that the show has had a decrease in popularity in recent times. Entertainment executives can use this information to adjust their pricing and promotional strategies to reinvigorate interest in the content.
Finally, it is essential to understand what audiences in a particular market are craving, particularly when launching a new service or platform. Examining localized data, such as what the most popular genres are in Canada right now, can help inform a network or platform's content strategy. In the case of "The Handmaid's Tale," we see that the show's demand spike in late September 2023 in Canada. This information indicates where the opportunities lie for the OTT platform or linear network to increase engagement with an audience in that territory.
In conclusion, demand data is an essential tool for entertainment decision-makers. Parrot Analytics' content valuation system provides an accurate economic valuation using global content demand and supply. Examining the demand data for shows like "The Handmaid's Tale" can help you make informed decisions around content valuation, acquisition, distribution, and programming. Understanding a show's momentum, longevity, reach, and travelability can provide insights into how to optimize your promotional and pricing strategies. When launching a new service or platform, understanding the specific tastes of a local audience can also make a significant difference in the success of your content strategy.
