If you are an entertainment executive responsible for making informed content decisions, especially related to acquisitions, distribution, or programming for your platform/network, then "Trailer Park Boys" is an excellent case study from which to learn how demand data can be used to support your decision-making process. By leveraging Parrot Analytics' content valuation system and its demand data, decision-makers can acquire insights to make more informed content decisions to drive higher ROI for their platform.
Let me elaborate on this point with examples related to valuable questions that Parrot Analytics' demand data can help you answer to support decision-making:
1. Content valuation uses demand data to answer these questions: How much is my series worth? What is the baseline value of a title? What is the value of a content library to a platform over time?
Using Parrot Analytics' content-valuation system, it is feasible for decision-makers to determine a show's dollar-value contribution to a platform in any location. We know that during December 2023, "Trailer Park Boys" achieved 2.3 times higher demand than the average show in Germany. This demand rate puts the show in the top-performing 8.6% of all TV shows. This means if a TV executive is evaluating the cost of acquiring the series, they can use the demand data to determine its value.
2. Demand data helps identify local white spaces, prominent genres, and scalable concept testing.
Decision-makers can leverage demand data to determine what content will perform well in their local market, what content is in demand globally, and what other titles, genres, or TV shows are popular among their target audience. We can learn from this data that demand for "Trailer Park Boys" in Germany has decreased by 24.2% during December, which indicates a potential shift in viewer interests that decision-makers need to identify for subsequent scalable concept testing.
3. Audience Demand data informs the platform and network fit, competitive benchmarking, and pre-release marketing.
Decision-makers can use demand to support strategic decisions concerning the choice of platform or networks through which to distribute their content. "Trailer Park Boys" is in the 94.6th percentile of the comedy genre in Germany, meaning that it has higher demand than 94.6% of all comedy titles in Germany. Knowing the demand for a show in Germany helps networks to plan whether it is worth picking up the series or not. Furthermore, they can benchmark the show's performance against other titles available in the market. Additionally, by leveraging pre-release demand for subsequent marketing campaigns, executives can optimize their latest title's marketing campaign to maximize visibility and ROI.
4. Travelability and Franchisability of the show
Decision-makers can also estimate the kinds of content that would be successful in other parts of the world, such as shows that have spin-off potential or how much global appeal a title has compared to others in their genre. According to the Parrot Pulse for "Trailer Park Boys," the show's travelability is good, whilst its franchisability (spin-off potential) is good, implying potential for future expansion beyond the original series.
In conclusion, by examining the demand data, as demonstrated by the case study of "Trailer Park Boys," decision-makers can make informed content decisions to drive higher ROI for their platform. The demand data helps to provide insights into content valuation, scalable concept testing, local white spaces, platform fitment, benchmarks, and pre-release marketing. By using Parrot Analytics, executives can gather quick and apt decision-making insights to make more informed content decisions.
