As a TV executive, you would always be looking for ways to make more informed content, acquisition, distribution, and programming decisions. One powerful tool available is demand data. Based on the analysis of "Reacher" in Germany, we can see several ways that demand data can be used to inform these decisions:
- Content valuation: Demand data can help determine the value of a title to a platform in any given market. In the case of "Reacher", it has 20.8 times the demand of the average show in Germany over the last 30 days. This data can be used to estimate the dollar value contribution of this title to the platform in Germany and how much to spend on content acquisition.
- Acquisition decisions: Demand data can inform which titles should be acquired to attract new subscribers. The analysis of "Reacher" in Germany reveals that the show achieved the peak rank of #2, and its demand has been increasing recently. Audience demand for the show has increased by 77.2% in December 2023. All of this shows that the show has exceptional audience demand in Germany, a country that is a significant market for content distribution. With demand data, content distributors can make informed acquisition decisions.
- Programming decisions: Demand data can help make decisions around scheduling, promotion, and marketing campaigns. Based on the analysis of "Reacher" in Germany, the demand for the show spiked in late December, indicating the right timing of its season finale. Looking at the Parrot Pulse for "Reacher" –which measures the global performance of a show, the show has an exceptional momentum–the pace of growth, and an outstanding franchisability (spin-off potential). This data can help plan a promotion and marketing campaign focused on its spin-off potential, increasing the probability of viewers watching other productions set in the same universe.
- Distribution decisions: Audience demand data can guide distribution decisions. In the case of "Reacher", the show is outperforming the demand of the average TV show in all the top ten global markets where it is most in-demand. This includes Germany, the fourth market by demand globally, which is good news for the platform as it shows that the show travels well to a significant market for OTT platforms.
Finally, using demand data for insight into the performance of a title beyond its domestic market is a way TV executives can minimize investment risk. In this example, we see that the show outperformed the demand of the average TV show in each of the top ten markets where it has been more demanded. This information provides insights into which markets to strategize content-distribution.
In conclusion, demand data is a valuable tool that can improve content valuation, acquisition, distribution, and programming decisions for TV executives. The analysis of "Reacher" in Germany provides a real-life example of how demand data can inform specific strategic decisions, but these insights can be applied to any show and market with similar data to help executives make more informed decisions.
