As an entertainment executive, you may be wondering how to make more informed content decisions or acquisition decisions, or how to determine which titles should be distributed or programmed. Demand data can provide insights into various dimensions of a TV show that can help with these decisions. Let's use "Teenage Mutant Ninja Turtles" as an example.
One of the primary uses of demand data is content valuation. Parrot Analytics' content valuation system is based on demand data and reveals the dollar value contribution of any title on any platform in any region. By analyzing the demand data of "Teenage Mutant Ninja Turtles," for example, executives can determine the show's worth and the value of its entire library to a platform over time. This information allows for better-informed decisions on how much to spend on content and how to estimate cannibalization of audiences if a title is available on multiple services.
Demand data can also be used to assess the show's performance as an acquisition-driving or churn-reducing title and to calculate the ROI a specific title will bring for any given platform. By analyzing demand data, executives can assess the show's ability to drive subscriptions and mitigate churn. Furthermore, this same demand data can inform decisions on which titles to buy to retain or grow a subscriber base.
Demand data can also reveal the show's global appeal and enable executives to value the content through travelability. Travelability quantifies a show's international demand relative to its home market. In the case of "Teenage Mutant Ninja Turtles," audience demand for the show in Germany was 21% of the demand in its country of origin, the United States. This information can then inform decisions on which platforms to target for distribution of the show.
Other dimensions like momentum, longevity, reach, and franchisability can also be analyzed using demand data. Momentum measures the pace of growth, whereas longevity measures how well audience demand is maintained over time. On the other hand, reach measures the number of people expressing demand for a show, and franchisability (spin-off potential) measures how well the show can be monetized through spin-offs or franchises.
In summary, executives can use demand data to answer a range of questions related to content valuation, global appeal, franchise potential, reach, retention, acquisition, supply & demand, and more. "Teenage Mutant Ninja Turtles" serves as one example of how demand data can provide insights into the dimensions of a TV show and how executives can use this data to make better-informed decisions.
