For entertainment executives, demand data can offer valuable insights and inform strategic decisions concerning content acquisitions, programming, distribution, and content valuation. The recent analysis for "Spartacus" in Germany shows how executives can use demand data to make informed decisions about their content.
One of the key ways in which demand data can be used is to determine content valuation. Parrot Analytics' content valuation system is based on demand data and reveals the dollar value contribution of any title to any platform in any region. Executives can therefore estimate the baseline value of a title and assess its ability to drive subscriptions and mitigate churn. By using demand data, executives can also quantify a title's platform-specific marginal revenue contribution and calculate the return on investment for specific titles, which can inform acquisition decisions.
Demand data can also be used to identify gaps in the market and determine which genres are most popular among audiences in a specific region. By doing so, executives can decide which types of content exhibit opportunities to acquire or produce and can unearth untapped markets for content distribution. They can also determine which platforms to target for content distribution and compare their content against other titles available on the market, enabling competitive benchmarking.
In the case of "Spartacus," executives can use the demand data to determine the value of the content library, as well as the value of exclusivity and the potential for franchisability. With good performance in Germany and demand increasing by 49.5% during December, executives can also use this data to make programming decisions and determine the best release strategy for the content. Furthermore, by examining the top 10 global markets where "Spartacus" is most in-demand, executives can use demand data to optimize their marketing campaigns ahead of the premiere, discover new potential markets, and gain insights into the audience's taste clusters and demographics.
Overall, demand data is a powerful tool that can help entertainment executives make informed decisions about their content. By leveraging demand data, executives can gain valuable insights into audience preferences and behaviors, as well as the value of their content library, and use this knowledge to make strategic decisions. This data can also aid in the process of content valuation, helping executives determine the true worth of a title and inform acquisition decisions that can drive subscriptions and mitigate churn.
