As a TV executive, demand data is a powerful tool that can inform your content decisions as well as acquisition, distribution, and programming decisions. The data from Parrot Analytics' content valuation system can help you understand your audience and anticipate their preferences, which can result in engaging and profitable content.
Looking at "The Late Show With Stephen Colbert" in Canada for January 2024, we can see that it has 20.0 times the audience demand of the average show, indicating a high level of interest and popularity. Using demand data, we can answer essential questions such as how much the show is worth, what genres are resonating with the current audience, and how effective the marketing campaign around the show is.
One way to leverage demand data in a content valuation system is to understand how much a show can contribute financially to a platform. Parrot Analytics' content valuation system can reveal the dollar value contribution of any title, to any platform in any region. Moreover, with demand data, we can assess a TV series' ability to drive subscriptions and mitigate churn.
Furthermore, demand can inform decisions concerning supply & demand, such as what type(s) of content exhibit opportunities to acquire or produce. We can also use demand data to determine the platform-specific marginal revenue contribution and how a title drives engagement across the rest of the catalog. Additionally, it informs the platform and network fit by identifying which platforms we should target for distribution of our content.
Comparing the performance of a show like "The Late Show With Stephen Colbert" on a 1 year rolling basis vs the last 30 days can reveal insightful trends. For example, although its peak demand was 30.1 times the average over the course of the entire year, it peaked at 28.1 times the average in the last 30 days. This is a 6.5% increase. By examining the show's demand globally, we can calculate the show's travelability, which quantifies a show's international demand relative to its home market, as well as its reach, which measures the number of people expressing demand for a show.
Finally, we can use demand data to quantify a show's longevity, which measures how well audience demand is maintained over time, and its momentum, the pace of growth the show is experiencing. We can also use it to discover under-monetized titles and find new opportunity markets for content distribution.
In conclusion, demand data from Parrot Analytics' content valuation system can enable entertainment executives to make more informed content decisions, such as what types of content to develop, finance, acquire or distribute. Demand allows us to ensure our content is being seen by the right audience on the platform, optimize the release strategy, and set the right price.
