Demand data is a powerful tool that can help content executives make informed decisions about content, acquisitions, distribution and programming. For instance, let's consider the case of "The Great North" TV series, which has been highly in-demand in Germany for the past 30 days.
Firstly, demand data can be used to value content. Parrot Analytics' economic content valuation system harnesses global content demand and supply to reveal the dollar value contribution of any title to any platform in any region. Through this system, content executives can evaluate how much a series is worth, measure a series' ROI, assess the multiple applications of their content library, determine cannibalization of audiences, among other things.
Secondly, demand data enables executives to make informed content decisions such as whether or not to acquire or produce a title. In the case of "The Great North," executives can see that the demand for the show has been increasing recently, which suggests that the series is gaining in popularity. As such, the executives, particularly those working at an OTT or SVOD platform, could acquire the series to appeal to audiences in Germany or in any of the other countries where "The Great North" remains highly desired.
Thirdly, demand data helps executives to make informed programming decisions. In the case of "The Great North," executives can determine the specific genre of the show and see where it ranks against other comedy titles. In this instance, "The Great North" ranks at the 97.4th percentile in the comedy genre in Germany. The executives can then identify other comedy titles that share a similar audience to help make programming decisions.
Fourthly, demand data can inform distribution decisions. In the case of "The Great North," Parrot Analytics' travelability metric can evaluate the show's international demand relative to its home market. The executives can see that the demand for the show in Germany was 45% of the demand in its country of origin, the United States, signifying that the series has international potential. Executives can use this information to identify the best platforms for distribution across different countries and assist in exploiting the show's fanbase.
Finally, demand data assists with making informed acquisition decisions. Executives can use Parrot Analytics' affinity analysis powered by fan crossover data to identify titles that share similar audiences. In the case of "The Great North," we can see that the fans of the series also like "The Simpsons," "Last Week Tonight with John Oliver," and other shows in this group. This data can help executives decide on which titles to acquire to maximize engagement with their audience.
In summary, demand data is a crucial tool that executives can use to make informed decisions about content, acquisitions, distribution, and programming. By focusing on the demand data surrounding a particular title, executives can discover useful insights that support their strategic decision-making processes, helping them maximize engagement, retention, and growth.
