In today's entertainment industry, content creators and distributors need to understand how to capture attention with their content, convert it into viewership, and retain viewers to sustain engagements. This often requires data-driven insights, which can be obtained through demand data analysis, to make informed content decisions. In this article, we will examine a case study of the Danish drama series "Borgen," which will serve as an example of how demand data can be used by entertainment executives.
Content Valuation:
The Parrot Analytics content valuation system is powered by global content demand and supply. It provides an economic valuation system that reveals the dollar value contribution of any title to any platform in any region. Therefore, executives can determine the value of their show and the level of contribution it could have to the platform.
Content Acquisition:
While acquiring new content, the use of Parrot Analytics demand data could be used to assess a TV series' ability to drive subscriptions and mitigate churn. "Borgen" scored 3.0 times the average audience demand rating in Spain over the past 30 days, indicating that the show has attracted significant interest among Spanish viewers. Such an insight should prompt an executive to examine whether they could acquire rights to this series for their platform or if they could produce similar content to attract a similar interest rate.
Programming:
The audience lost interest by approximately 25.3% in the month of February 2024 for the show "Borgen" in Spain. This data is proof for executives that programming decisions for the continuation of the show must be made to recapture lost viewership. An executive can use demand data to assess viewer behavior and revise their programming methodology to sustain and regenerate new audiences for their shows. In the case of "Borgen," the show experienced a demand spike in mid-February in Spain that could be used as a point to recalibrate their marketing strategy around the time of the year.
Distribution:
An executive can use demand data to assess which platforms to target for their content distribution. For this show in Spain, we see that it peaked at a 150% demand higher than in its country of origin, Denmark. We could expect such information would make it appealing for other Nordic-region countries. Hence, somehow the distribution rights for the show must be obtained, and the content can be easily marketed to similar audience clusters in these regions.
Competitive Benchmarking:
Once obtained, demand data can be used for competitive benchmarking. For instance, "Borgen" ranked at #562 in its most in-demand television shows in Spain, which can be compared against other titles available on the market. This insight enables executives to make decisions on how to position their content in the present market and adjust their marketing strategy accordingly.
In conclusion, the "Borgen" series provides insights into how executives, content creators and distributors can leverage demand data analysis to strengthen their content game. By gaining insight into audience behavior through demand data, executives can make informed decisions concerning content valuation, acquisition, programming, and distribution. Parrot Analytics has put in place measures that furnish any entities involved in the entertainment industry with valuable insights towards making the much-needed decision towards quality content, maximizing profit and minimizing loss.
