Attention entertainment executives! It's time to use data to inform your decision-making process. Using the example of "Peaky Blinders" in Germany during December 2023, we'll explore how demand data from Parrot Analytics can be used to drive content valuation, informing acquisition, distribution and programming decisions.
One key use of demand data is content valuation. Using Parrot Analytics' content valuation system, it's possible to determine the dollar value contribution of a title, pinpointing what it's worth and allowing executives to justify their investment. For "Peaky Blinders" in Germany, demand has been exceptional over the last 30 days, with 12.4 times the audience demand of the average show. This suggests that the show has significant monetary value in the German market. Its exceptional performance across six dimensions, as revealed by the Parrot Pulse, shows that it also has global potential and could be leveraged in other markets in the future.
Demand data can also inform programming decisions, as it highlights what content audiences are looking for. We can see that "Peaky Blinders" is in the 99.6th percentile in the drama genre in Germany, indicating that it has higher demand than 99.6% of all drama titles in the country. Moreover, the shows that audiences also like are mostly drama series as well. Executives could consider programming more dramas, or even consider spin-offs. By examining the top 10 global markets where "Peaky Blinders" is most in-demand, we can see that it outperforms the demand of the average TV show (1x) in each of these markets, including the UK, where the show originated.
Demand data can also inform acquisition decisions. For example, the exceptional demand data for "Peaky Blinders" during December 2023 in Germany could prompt a platform to acquire additional seasons, episodes, spin-offs or even reruns. Executives could consider licensing the series for the German market, or perhaps repackaging it as a themed collection to attract even more demand.
Finally, distribution decisions can be informed by audience demand data. By understanding where the demand for a show is highest, executives can optimize their distribution and release strategy for both online streaming and linear platforms. For example, "Peaky Blinders" achieved the peak rank of #43 in Germany, moving up 37 spots during that month, and demand spiked in late December. If German audiences were treated to a special broadcast event or release of seasons or episodes during that time, it's possible that similar events may result in similar demand.
In short, demand data can inform content valuation, acquisition, distribution, and programming decisions. Decision-makers can leverage Parrot Analytics data to quantify a title's performance in any market globally, assess its franchise potential, identify and map local whitespaces, optimize marketing spend ahead of premieres, and even fine-tune release strategy and pricing. The possibilities are endless, and with access to such detailed insights, entertainment executives can make more informed decisions and stay ahead of the competition.
