As an entertainment executive, the success or failure of any content invested in, distributed or programmed on a platform directly impacts the bottom line. Demand data can provide insights into the audience interest and appetite for content, enabling more informed and strategic decisions. The analysis of "The Haunting Of Bly Manor" for the month of October 2023 in Canada demonstrates how demand data can be used to support content decisions.
The demand data stated that the show had a good demand, with 2.6 times the audience demand of the average show in Canada over the last 30 days. This information can be used to value content and determine how much to spend on acquiring or producing a series. The Parrot Analytics content valuation system is powered by global content demand and supply and gives an estimated dollar value contribution of any title to a platform for any region. Using demand data, executives can calculate the ROI a specific title will bring to a platform. The demand for "The Haunting Of Bly Manor" in Canada increased by 95.9% during October, which could indicate potential for the show to drive acquisitions.
Demand data can also inform decision-making concerning supply and demand. Looking at the top ten global markets where demand is high for the show, executives can determine which types of content exhibit opportunity to acquire or produce. For example, "The Haunting Of Bly Manor" outperformed the average TV show in all top ten global markets, suggesting that investing in similar content has a high potential for success. Additionally, the analysis provides insight into whether a show has franchise potential, indicating an additional revenue stream beyond the original content.
Demand data can also inform programming decisions. Audience demand can help identify trends and preferences among viewers—such as which genres are resonating most with current audiences, what genres the platform should focus on to attract new subscribers to their SVOD service and which shows will retain and attract subscribers. The analysis provided information on shows from which fans might also be interested in "The Haunting Of Bly Manor" and can be used as a benchmark for comparing the show against other titles available on the market.
Finally, demand data can inform distribution decisions. Travelability quantifies a show's international demand relative to its home market. "The Haunting Of Bly Manor" demonstrated okay travelability, with Canada's demand representing 25% of the demand in the United States. Executives can use this information to determine which platforms to target for distribution of the show.
In conclusion, demand data is an invaluable resource for entertainment executives looking to make more informed content acquisition, distribution, and programming decisions. Valuable insight into audience taste clusters, travelability, and franchise and spin-off potential can be obtained, providing a 360-degree view of a title's performance across global markets. Using demand data, executives can optimize their content library, determine how much to spend on content and assess a show's ability to drive subscriptions and mitigate churn.
