As an entertainment executive, you need to ensure that your decision-making is informed by data-driven insights that can help you make more informed content decisions. Parrot Analytics provides demand data that can help you with content valuation, acquisition, distribution, and programming decisions. In this context, The Witcher provides a good example of how demand data can be used to gain insights into audience preferences and inform strategic decisions.
Content Valuation: A key question in content valuation is how much a series is worth. Parrot Analytics' content valuation system is powered by global content demand and supply and reveals the dollar value contribution of any title to any platform in any region. For instance, "The Witcher" has exceptional worldwide audience demand across all platforms, which is an indication that the show has significant value in the market. The show's outstanding travelability suggests that international audiences appreciate the content and that there is a significant opportunity for international distribution and licensing.
Acquisition: Knowing what type(s) of content exhibit opportunity to acquire is essential to writing checks for successful content investment. "The Witcher" achieved outstanding audience demand in Canada, making it an attractive acquisition target for networks and production companies. Comparing the performance of "The Witcher" on a one-year rolling basis versus the last 30 days reveals some interesting acquisitions insight. Although the show peaked at 36.1 times the average over the course of the entire year, it peaked at 18.3 times the average in the last 30 days. This shows that "The Witcher" has gained popularity over time, making it a worthy acquisition.
Distribution: Understanding which content should be produced or acquired to support global expansion is vital for a distribution plan. In the case of "The Witcher," the show has an outstanding franchisability potential, indicating that there are more opportunities for spin-offs or franchises. This insight suggests that distribution players can consider participating in "Witcher" spin-offs, which can help support their global expansion and increase their content portfolio.
Programming: Careful programming decision-making can ensure that linear networks or SVOD platforms stand out in an oversaturated market. For instance, "The Witcher" ranks in the 99.8th percentile in the mystery-genre, indicating that this show has higher demand than 99.8% of all mystery titles in Canada. Such insight can help programming teams to pick out programming time-slots that are most likely to draw in viewers, and promote new initiatives based on the success of the series on other platforms.
Demand data can help television executives in various contexts. Demand informs scalable concept creation, enables mapping local whitespaces, enables optimal release strategies and pricing, uncovers under-monetized titles, informs the platform and network fit, enables competitive benchmarking, informs pre-release marketing, powers affinity analysis, quantifies taste clusters, powers discovery, and informs strategic decisions around content retention and growth. In closing, The Witcher provides an excellent case study that showcases how demand data can aid executive decision-making in the entertainment industry.
