Demand data is a valuable resource for executives making strategic decisions in the entertainment industry. An example of how it works is the analysis of "When Calls The Heart" for the month of December 2023 in Germany, using data from Parrot Analytics.
One way that demand data can help inform content decisions is by providing insight into the popularity of a TV series. "When Calls The Heart" had 3.3 times the audience demand of the average show in Germany over the last 30 days, indicating a good level of demand. The show's demand has been decreasing, which could be concerning, but it should be noted that it's still higher than most shows. A program or production executive could also use demand data to compare "When Calls The Heart" to other titles in Germany and see where it ranks and whether its demand is increasing or decreasing. Additionally, an entertainment financier might use this insight to determine if this show would be a smart investment in this region.
Further, audience demand data can help measure the overall value or content valuation of a TV series. Parrot Analytics' content valuation system, based on global content demand and supply, reveals the dollar value contribution of any title, to any platform, in any region. An executive might use demand data to answer a range of questions about valuing a series, for example, how much of a show's value is driven by demand for one of its stars, what is the value of a content library to a platform over time, and how can one assess the value of exclusivity for a TV series. In the case of "When Calls The Heart" demand data analysis for its content valuation, an executive would learn that its worldwide audience demand across all platforms is outstanding, whilst its reach is good. This offers insight into the economic potential of the show.
Furthermore, demand data can help with decisions about acquisition, distribution, and programming. In the case of "When Calls The Heart" in Germany, the audience demand increased by 22.8% during December. This signifies that the show's demand is growing, which could influence an acquisition or distribution decision. A network executive could also use this information to determine whether it would be worth including this show in their programming lineup. Additionally, distribution executives would be able to make informed decisions about the platforms they can target, including pay TV or linear networks. They could also optimize their pricing and release strategies for the content by analyzing its peak demand periods.
Finally, demand data analysis for “When Calls The Heart” over the last 30 days in Germany indicates that the show's momentum, its pace of growth, is outstanding. Janette Oke's books, on which the TV series is based, inspired several sequels and other spin-offs. This could give an idea to an entertainment talent agency executive to develop this show into a franchise or create spin-offs. Franchisability quantifies a show's spin-off potential which is significant in this case.
In summary, demand data is a crucial resource for executives making strategic content, acquisition, distribution, or programming decisions in the entertainment industry. The data enables content valuation, measures popularity, and growth trajectory, assists with acquisition, distribution, and programming decisions, and signals franchise value.
