As an entertainment executive, you need to make informed decisions about content that appeals to your target audience. This is where demand data comes in. Demand data, powered by audience engagement and interest, can help you make better programming, content acquisition, and distribution decisions. Let's take the example of a spin-off show from Netflix, "Human Resources," airing in Germany in January 2024.
Content Valuation: Demand data is essential for content valuation. Parrot Analytics' content valuation system can quantify a show's dollar value contribution to any platform in a particular region. Knowing the demand data can help you understand how much to spend on content and estimate ROI. In the case of "Human Resources," the show's demand is more than twice than the average show in Germany, indicating good performance.
Programming Decisions: Demand data offers insights for programming decisions, like how well a show is performing in a particular genre and market. For instance, "Human Resources" has a demand in the 97.1 percentile in the romance genre, meaning it has a high audience demand compared to other romance content in Germany. Additionally, the data highlights that its demand has been regularly growing over the last 30 days and decreased in January by 12.8%.
Acquisition Decisions: Demand data helps in identifying what type of content is acquiring or producing and what demographic/genre has significant opportunities in the market. For example, by analyzing the top 10 global audiences that express the most demand for "Human Resources," we see that the show outperforms the average title demand in all those markets, ensuring a global appeal potential.
Distribution Decisions: Demand data insights can influence critical distribution decisions such as targeting platforms and networks that cater to the target market. For instance, the demand for "Human Resources" in the USA is 2.9x the average TV series demand, and it achieved good audience demand in the UK, Brazil, Germany, Canada, and Switzerland as well. Understanding this demand data can help decide in which countries and platforms this show will perform best.
Content Marketing: Demand data can help your marketing and promotional campaigns. It can provide an understanding of the show's audience, affecting the marketing approach, and determine which particular segment or region of audience positions the content. "Human Resources" experienced a demand spike in mid-January, indicating the right time to market the show.
In summary, demand data, like the data of "Human Resources" presented by Parrot Analytics, provides a range of insights that can help media executives in making strategic decisions regarding their content and programming choices, ensuring an impactful use of investments and effective audience engagement.
