As an executive of an entertainment company, using demand data is essential in making informed content, acquisition, distribution, and programming decisions. Take, for instance, "The Wire." The show had an audience demand 6.5 times the average show demand in Germany in December 2023, meaning only 8.6% of all TV shows have this level of demand. Although its 90-day demand data shows that the demand for the show has been decreasing recently, examining the show's peak rank in Germany and its moving up in rank by 128 spots during December, demand continued to spike in late December 2023.
Using the Parrot Pulse for "The Wire," executives can gain insight into the show's global performance across six dimensions. Firstly, the show has outstanding worldwide audience demand across all platforms, while its travelability - quantifying a show's international demand relative to its home market - is also outstanding. Secondly, longevity, which assesses how well audience demand is maintained over time, is exceptional, while the pace of growth, or momentum, is good. Lastly, franchisability (spin-off potential) is exceptional, and the reach (the number of people expressing demand for a show) is outstanding.
The demand data also reveals that Germany produced 28% of all the demand for "The Wire" in the United States, which translates to outstanding international demand. Comparing the show's average demand in the last thirty days to the past year, it indicates that the show's popularity decreased recently by 37.8%. However, this still signals an opportunity for executives to create strategies to maintain and increase this show's demand for the next year.
Moreover, audience demand data brings a better understanding of the audience’s preference, demographics, and the show’s genre's popularity. For "The Wire," fans of "The Sopranos," "Fargo," and "Better Call Saul" would likely enjoy watching it as these shows have a similar audience as "The Wire." Additionally, audience demand data shows the top ten global markets where "The Wire" is most in-demand over the last thirty days, outperforming demand for the average TV show in each of these markets, with the United States and the United Kingdom ranking as the top two markets. Other markets such as Russia, Canada, Spain, France, China, Netherlands, and Australia also have outstanding audience demand for the show.
Using this type of demand data, entertainment executives can make informed decisions regarding content, distribution, and programming. This data helps executives value content globally, enabling optimal release strategies and pricing, value franchises, and assess cannibalization of audiences, among other uses. Ultimately, executives can use demand data to acquire content that resonates with audiences in their target markets, thereby increasing their audience and ensuring maximum revenue.
