The exceptional demand for "The Orville" in Canada in October 2023 demonstrates the importance of using demand data to drive content, acquisition, and distribution decisions. Here's how demand data can help executives make more informed decisions:
Content Valuation:
Executives can use demand data to value content globally. To understand how much the show is worth, one could use Parrot Analytics content valuation system, which calculates a show's dollar value contribution to any platform in any region. By analyzing the value of "The Orville" in Canada, executives can make more informed decisions related to content acquisition, distribution, and programming.
Acquisition Decisions:
Using demand data, executives can determine which type of content exhibits the opportunity to acquire or produce. In the case of "The Orville," executives can see that there is exceptional demand in Canada, which makes it an attractive acquisition target. Furthermore, executives can use data to understand which other shows viewers of "The Orville" are interested in, such as "Rick and Morty," "Star Trek: Lower Decks," and "Star Trek: Discovery." This knowledge can help in identifying and acquiring other titles to interest viewers of "The Orville" in the same way.
Programming Decisions:
By analyzing the demand for "The Orville" in relation to other shows that are currently streaming, executives can optimize the release strategy and pricing to maximize viewership and engagement. Additionally, executives can use the data to test out new concepts and optimize upcoming productions before they are released.
Distribution Decisions:
Executives can use demand data to identify which platforms to target for distribution of "The Orville." In this case, the show's demand is highest in Canada and the United States, making it a prime target for distribution and marketing in these regions.
Subscriber Acquisition and Retention:
Demand data can help executives make decisions to drive subscriber acquisition and retention. In the case of "The Orville," executives can see which titles resonate most with the show's current audience in Canada, helping to inform which titles to buy to keep the current audience happy. At the same time, they can analyze the demographics of the audience and content preferences to identify new subscribers to attract to their SVOD service.
In conclusion, using demand data to drive content, acquisition, distribution, and programming decisions can help executives make more informed decisions. As demonstrated by "The Orville's" outstanding demand in Canada, executives can better identify and prioritize content that audiences demand, leading to increased engagement, retention, and subscriber growth.
