As an entertainment executive, understanding audience demand is crucial in enabling informed content decision-making, acquisition, distribution, and programming decisions. Demand data can effectively help executives gain insights on specific content titles or the industry trend, measure performance, and secure investment.
Using Krypton as an example, demand data for the series in Germany over the last 30 days reveals some useful insights. Krypton has 3.0 times the audience demand of the average show in Germany and achieved a percentile ranking of 96.1 in the drama genre. This means it's more in-demand than 96.1% of all drama titles in Germany. Although its demand has decreased recently, it ranks #839 in Germany and only 8.6% of all TV shows have this level of demand.
By understanding what other shows Krypton's fans also like, content acquisition or production decisions can be strategically aligned. In Krypton's case, shows such as "Smallville," "Game Of Thrones," and "Star Trek: Discovery" have high affinity with Krypton viewers and can drive viewership if acquired or produced.
Examining Krypton's demand across global markets can also facilitate acquisition or distribution decisions. For instance, the show outperforms the average TV show in each of the top 10 global markets it's most in-demand in, including France (its top market), the United States (second in ranking), and Germany. Planning around different key regions and using the demand data from each can allow a better understanding of what viewership wants and when.
Additionally, demand data can reveal audience sentiments and behavior—such as how they're responding to marketing campaigns or if a specific market is driving interest. For example, in Germany, demand for Krypton spiked in mid-December 2023, indicating the impact of targeted and effective marketing strategies.
Finally, demand data also translates to content valuation. Parrot Analytics content valuation is based on demand data and enables executives to determine how much to spend on content. Using demand data, executives can estimate cannibalization of audiences if a title is available on multiple services, assess the value of exclusivity, and calculate the return on investment (ROI) for any given platform. As such, understanding demand for content enables better budgeting and investment decisions to ensure that each investment returns the desired profit.
In conclusion, demand data is one of the most valuable assets in the entertainment industry, enabling informed decision-making and more informed content decisions. The applications of demand data are numerous, ranging from content valuation to understanding audience demand more effectively, to identifying future investments. By adopting demand-focused strategies and utilizing demand data insights across different markets and regions, entertainment companies can maximize returns on investments.
