Are you an entertainment executive looking to make more informed content decisions? Demand data can help you make better decisions across your content licensing, production, acquisition, and marketing strategy. One great example is how Parrot Analytics' demand data can help improve an executive's content valuation approach. Let's take the show "House" in Germany as an example.
How much is "House" worth in Germany? One method is to conduct a content valuation using real-time and historical demand data. In October 2023, "House" had 10.1 times the audience demand of the average show in Germany over the last 30 days. Demand for the show is outstanding, with only 2.7% of all TV shows having this level of demand. "House" peaked at #87 in Germany but dropped in rank by 186 spots during October. However, "House" still ranks at the 99.3th percentile in the drama genre, in October, meaning it has higher demand than 99.3% of all drama titles in Germany. Measuring audience demand enables executives to estimate the baseline value of a title, which is the basis of their content valuation approach.
What factors contribute to the value of the show, and what decisions can be made based on this data? Executives can use the demand data to decide whether to acquire the show, where to distribute it, and how to maximize its revenue potential. Due to its high demand, "House" is responsible for driving engagement across the entire catalog. Thus, an executive can optimize their content marketing campaigns around the show, focusing on the elements of existing content that fans like the most. Executives can also use Parrot Analytics' content valuation system powered by global content demand and supply to calculate the ROI a specific title will bring for any given platform, assess a TV series' ability to drive subscriptions and mitigate churn, and estimate cannibalization of audiences if a title is available on multiple services. Further, executives can use demand data to answer questions such as how to optimize the marketing campaign ahead of premiere? Which platforms should they target for distribution of their content?
Another use of demand data is to help determine how much to spend on content. Using demand data to access the dollar value contribution of any title, to any platform, in any region, the platform can make informed decisions on how much to spend on content. For example, from our analysis of "House," it has been increasingly gaining popularity, resulting in an increase in its demand. By examining the top 10 global markets where "House" is most in-demand over the last 30 days, the platform can improve its content distribution and acquisition strategies. By leveraging demand data, executives can make more informed decisions across their content licensing, production, acquisition, and marketing strategy, increasing their chances of success in the highly competitive entertainment industry.
