As an entertainment executive, whether you are at an OTT platform, SVOD platform, content distribution company, or any other key player in the entertainment industry, you face a plethora of important decisions every day. This is where Parrot Analytics comes in to provide data-driven solutions to empower your content decisions. In this article, we'll examine how demand data can be used to drive key content strategies and decisions, using the example of "Domina" in Germany in January 2024.
One of the first ways that demand data can be used is for content valuation. By utilizing Parrot Analytics' content valuation system, industry professionals can determine not only the current worth of a show but also its ability to drive engagement and profits. For instance, "Domina" has a good level of audience demand in Germany at 2.3 times the title average over the last 30 days, indicating solid performance. This can be used to illustrate the value of the content to a specific platform and also help make decisions related to pricing, marketing, or exclusivity.
The second way that demand data empowers content decisions is through the understanding of global audience appeal and taste clusters. By examining the history genre in Germany, we can see that "Domina" is in the highest percentile of demand at 95.7% over the last 30 days, compared to all history titles in Germany. By expanding the analysis to the top-10 global markets where "Domina" is most in-demand over the last 30 days, we see that the show outperformed the demand of the average TV show in each of these markets, with China as the number one market globally. This sort of insight can help identify opportunities for expansion and provide guidance to financing decisions and pitching new content.
Thirdly, demand data enables industry professionals to make more informed decisions regarding supply and demand and content investment opportunities. For instance, looking at shows that fans of "Domina" also like, such as "Star Trek: Strange New Worlds", "Foundation", "Warrior", and "Star Trek: Picard", can provide insight into the types of shows and genres that are in demand alongside "Domina". This information can be used to identify gaps in current content offerings or discern which types of content will be the most profitable to acquire or produce.
Fourthly, demand data provides insight into the success of marketing campaigns, pre-and post-premiere performance, and much more. By examining the Parrot Pulse and Momentum measures for "Domina", which evaluate the show's global performance across dimensional factors like worldwide audience demand, travelability, longevity, momentum, franchisability, and reach, entertainment professionals can gain a comprehensive understanding of the show's performance and how it stacks up against the competition. For instance, when looking at the rolling year basis versus the last 30 days, we see that the show's average demand has stayed the same, while peak demand has increased by 56.8%. This can reveal the efficacy of a marketing campaign to increase awareness and excitement for the show, which influences programming decisions.
Lastly, demand data assists in subscriber acquisition and retention through a deeper understanding of audience preferences and behavior. For instance, examining the trends in demand for "Domina" in Germany over the last 30 days can be used to decide which titles to purchase to grow the platform's audience in that region. Similarly, looking at taste clusters can reveal insights about a platform's existing audience and help guide content acquisitions based on their preferences.
In conclusion, demand data provides entertainment executives with critical insights and helps inform key decisions related to content production, acquisition, valuation, and distribution. Understanding the ways in which demand data can be utilized empowers industry professionals to make informed decisions that can increase audience engagement, drive revenue, and support the growth of their business. By drilling down the example of "Domina", we've explored some of the top ways in which demand data can influence strategy, with practical use cases for content valuation, global audience appeal, supply and demand investments, marketing campaigns, and audience retention.
