As an executive working in the entertainment industry, understanding audience demand is essential in making more informed content decisions. Parrot Analytics’ demand data provides valuable insights into each stage of content creation, distribution, and programming. By using the example of the science fiction dramedy, "The Orville," which has an exceptional demand performance in Canada, we can see how executives, content creators, and distributors can use this data to inform their content strategy.
Content valuation is based on demand data, which reveals the dollar value contribution of any title to any platform in any region. "The Orville" has 13.7 times the audience demand of the average show in Canada over the last 30 days, demonstrating its outstanding value for the Canadian market. Executives can use this data to make investment or acquisition decisions, which are based on the specific value of a title.
Demand enables the valuation of intellectual property (IP) globally by allowing executives to understand what content is most popular in their target markets. For example, "The Orville" has excellent global performance across six dimensions of demand, including outstanding travelability, longevity, momentum, franchisability, and reach. This information is useful for determining where to distribute or license a show and how much value it will bring to different markets.
By examining the show's performance over the past year, executives can see how its popularity has evolved. For example, the show has increased its popularity in the last 30 days, where its peak demand was 15.9 times the average vs. 12.4 times over the year; further indicating that the show's popularity is growing. Executives can use this data to inform content production or acquisition decisions based on current audience trends.
Industry professionals can also leverage Parrot Analytics' demand data for marketing decisions. For instance, demand can power pre-release marketing strategies, helping optimize campaigns ahead of premieres. Through affinity analysis, executives can identify the best talent, brand, and TV shows to partner with to expand their audience, thus ensuring their content is being seen by the right audience.
Demand data can also inform the discovery of new opportunities readily. For instance, executives may use demand data to find new opportunity markets for content distribution and uncover under-monetized titles by identifying what types of content exhibit opportunities to acquire or produce. Demand data can also help with subscriber acquisition decisions by identifying which titles should be acquired if audience growth is the goal.
In summary, demand data provides insights that can inform each stage of content development, distribution, and programming. An example is "The Orville," which has outstanding demand performance in Canada, evidenced in its global demand performance. As such, executives can use demand data to make more informed decisions regarding content valuation, marketing, supply and demand, subscriber retention, and acquisition, making it easier to maximize the ROI of their content.
