As a TV executive, using Parrot Analytics' demand data offers many possibilities in making strategic decisions. Through understanding a show's audience demand, executives can make more informed content, acquisition, distribution and programming decisions. The recent analysis of the TV show "Girls" in December 2023 in Germany is a perfect example of how demand data can guide television executives.
Content valuation is a primary application of demand data in making informed decisions. In the case of "Girls", valuation requires answering questions such as, how much is the show worth and, how much of the show's value is driven by demand? From the recent evaluation, the demand for "Girls" in Germany was 9.6 times the audience demand of the average show over the last 30 days. Therefore, the value is quite high, considering only 2.7% of all TV shows have this level of demand, meaning it is quite a valuable asset for any platform. There is a growing trend in demand over the short term, indicating an uptick in value. Also, "Girls" ranks at the 99.7th percentile in the romance genre, which further cements its value proposition.
Demand data also provides insight into the relationship between different genres through affinity analysis, which can drive programming decisions. Based on the analysis of the top ten shows that fans of "Girls" are also interested in, executives could purchase the rights to these shows and include them in their programming lineup. This strategy could help expand the platform's offering and attract new subscribers.
Additionally, demand data could inform a platform's distribution strategy. In this case, the show has exceptional travelability, indicating it has high international demand relative to its home market. TV executives could explore emerging markets where "Girls" has shown greater demand in recent months, such as Malta, and use the data to deliver a targeted marketing campaign to a new audience.
Demand data also helps quantify the impact of pre- and post-release marketing behavior on a show's momentum. One could use data to determine the effectiveness of marketing strategies to increase popularity continuously. Moreover, executives can leverage the show's current popularity to create spin-offs or franchises of the content, especially as "Girls" has exceptional franchisability (spin-off potential).
Through this analysis, executives have an understanding of what content is popular in their current market and can make more informed decisions going forward. Demand data allows them to evaluate a series' worth, quantify the platform-specific marginal revenue contribution, and assess a series' ability to drive subscriptions and mitigate churn. Therefore, demand data provided by Parrot Analytics is essential in guiding strategic decision-making for TV executives.
