As a TV executive, one of your main concerns is making informed content, acquisition, distribution, and programming decisions. This is where demand data comes in handy, and we'll illustrate that with the example of "The Rockford Files" in Canada in January 2024, using Parrot Analytics demand data analytics.
Content Valuation: Demand data is an effective tool for valuing content, though not the only one. In this case, we see that "The Rockford Files" has an estimated value based on its audience demand in Canada over the last 30 days, making it 2.9 times more valuable than the average show. This gives you an understanding of the platform-specific marginal revenue contribution of the title, which is important when determining how to allocate funds. Furthermore, the demand data can be used to assess the show's ability to drive subscriptions and mitigate churn, illustrating how valuable it is for a streaming service.
Programming decisions: "The Rockford Files" is doing well in the drama genre in Canada, outperforming 94.9% of all drama titles in the country at the time. By identifying other shows that fans of "The Rockford Files" also like, such as "Justified: City Primeval," "Red Dwarf" and "The Wonder Years," you can strategically acquire and produce content to attract new subscribers to your platform. Insights like these could be helpful in acquiring new content that also appeals to the show's fans.
Distribution and travelability: If you're looking to distribute "The Rockford Files" to new markets, you can leverage Parrot Analytics' data to make an informed decision. Travelability measures a show's international demand relative to its home market, which may suggest which markets are receptive to the show and which aren't. In this case, the worldwide audience demand for "The Rockford Files" is good, but its travelability is poor, which indicates that its international demand is not representative of its home market. That said, you can use the demand data from the top global markets where the show is most in-demand to deduce areas to focus attention.
Acquisition decisions: The demand data reveals that "The Rockford Files" has good audience demand in Canada, Germany, Switzerland, the United Kingdom, Romania, Australia, Ukraine, and Poland. You can use this data to make informed decisions on which titles to acquire or produce for your streaming platform, which can keep your existing subscribers happy.
Marketing decisions: "The Rockford Files" has outstanding longevity, indicating that audience demand is maintained over time. As a TV executive, you can leverage this data to plan effective, targeted marketing campaigns that fit the show's audience demand, ensuring the show remains part of the cultural zeitgeist.
Content optimization: Demand data can help you understand the elements of your existing content that fans like the most, and this knowledge can be used to identify areas where your upcoming productions can be optimized for success.
To sum up, demand data is an essential tool that can help you as an entertainment executive make more informed content, acquisition, distribution, and programming decisions. By leveraging Parrot Analytics' data, you can estimate a TV series' worth to any platform in any region, understand how a show drives engagement across the rest of your catalog, quantify a specific title's potential ROI for any given platform, and so much more. The demand data provides exciting insights that will allow you to make informed data-driven decisions and outperform the competition.
