As an entertainment executive at an OTT platform or TV network, you can use demand data to make more informed content and programming decisions. The example of "The Twilight Zone (2019)" in Canada in February 2024 demonstrates how the demand for a TV series can be measured and analysed using data to help with acquisition, distribution and programming decisions.
One of the main uses of demand data is content valuation. Parrot Analytics' content valuation system uses global demand data to reveal the dollar value contribution of any title to any platform in any region, helping content executives to determine the worth of their TV series. In the case of "The Twilight Zone (2019)" in Canada in February 2024, the show had a demand of 4.4 times the audience demand of the average TV show in Canada over the last 30 days. This indicates that the show has good demand.
Another important way that demand data can help inform content executives' decision-making is by enabling them to make better acquisition decisions. Using demand data, executives can assess a TV series' ability to drive subscriptions and mitigate churn and estimate the value of exclusivity in deciding which titles to acquire for their platform. For example, if an executive is interested in acquiring "The Twilight Zone (2019)" for their platform in Canada, they can use Parrot Analytics' demand data to assess the value of the title relative to other shows available in Canada.
Demand data also helps with distribution decisions. Travelability, one of the dimensions of Parrot Analytics' Parrot Pulse, measures a show's international demand relative to its home market. For "The Twilight Zone (2019)" in February 2024, its travelability is good, indicating that the show has potential for international distribution in another market. Additionally, the top 10 global markets where "The Twilight Zone (2019)" is most in-demand over the last 30 days reveal potential target markets for this TV series, including the United States and China.
Furthermore, demand data can help inform programming decisions. For instance, executives can use demand data to examine which shows are most popular in their local market and to help identify opportunities to acquire or produce specific types of content. Demand data can also help with subscriber acquisition and retention. Understanding what titles resonate with your current and prospective audience can help with programming decisions and ultimately drive subscriber growth for your platform.
In conclusion, demand data is a valuable tool for entertainment executives to use when making content, acquisition, distribution, and programming decisions. It helps inform decisions on content valuation, acquisition, and distribution, while also enabling more informed programming decisions and improving subscriber acquisition and retention. Parrot Analytics' demand analytics solution is an effective way to track demand data across global markets, helping executives make more informed decisions on the content their platform offers.
