As an entertainment executive, you understand the importance of making informed decisions about content, especially when it comes to making investment or acquisition decisions, and you need detailed information to do so. Demand data provides a useful tool for making informed content decisions, based on real-time audience engagement and insights. Demand data offers TV executives a competitive advantage by helping them to identify emerging trends, discover new markets and offer specific target audiences the content that they crave.
Let's take a look at the example of Disney animated series "Gravity Falls" and unpack the insights that demand data can provide. According to global demand data collected by Parrot Analytics in December 2023, "Gravity Falls" attracted 6.9 times the audience demand of the average show in Germany over the last 30 days. This level of demand is good, as only 8.6% of all TV shows have this level of demand. Although the show's demand was lower than it was 90 days prior, a 48.9% decrease suggests that the show's popularity may be declining in this market.
However, demand data took on a more positive outlook when we examined "Gravity Falls" tourism performance. According to Parrot Pulse, the show achieved 21% demand in Germany relative to its country of origin, the US. Additionally, the show's travelability measure was outstanding, demonstrating that the show had a significant contingent of international fans in other global markets. This data is beneficial to the distribution decisions, as it highlights markets with growing demand and will help executives identify where to focus their marketing and distribution efforts.
The popularity of "Gravity Falls" in the comedy genre was also noteworthy, ranking at the 98.5th percentile in Germany. This level of audience demand is an excellent valuation for any comedy title and shows that this particular show is doing exceedingly well in this genre. Further insights could be taken from examining the top 10 global markets where "Gravity Falls" is most in-demand over the last 30 days. We find that this TV series outperforms the demand of the average TV show (1x) in each of these markets. This data is an excellent indicator of potential licensing agreements or program sales opportunities, as it highlights those markets where the show is most in demand.
Overall, using demand data enabled us to understand several important dimensions to "Gravity Falls" performance, including its rank, genre popularity, and travelability. The insights provided via these dimensions are valuable for distribution and decision-makers as it provides a clear picture of potential demand for the show and highlights markets to focus on. Content valuation utilizing demand data also demonstrates its value. By quantifying the platform-specific marginal revenue contribution or evaluating the ROI of a specific title, executives can make informed decisions about content investments or acquisitions.
