As an entertainment executive, you are always looking for ways to make more informed decisions about content and programming. One way to achieve this is by leveraging demand data to understand the popularity and performance of a title. Let's take the example of "Halo" and analyze how demand data can help in better content decisions.
When analyzing the demand data for "Halo," we can see that the show has good demand in Spain, with 6.5 times the audience demand of the average show in the country over the last 30 days and demand increasing in that period. Such analysis enables content valuation as it answers questions like, "how much is my show worth?" "What genres are resonating most with my current audience?" "How is my show performing as an acquisition-driving or churn-reducing title?" These answers can then be used to make informed decisions about releasing, pricing, or acquiring content.
Understanding audience demand for "Halo" in Spain can also help in making better acquisition decisions. One of the metrics that can help is travelability, which can quantify a show's international demand relative to its home market. The Parrot Pulse for "Halo" provides an independent measure of its global performance across six dimensions, and we can see that the show has an outstanding travelability and can perform well globally. Hence, if you are an OTT platform or content distributor, you may consider acquiring "Halo" for markets outside of Spain based on its performance in other countries.
Demand data also assists in making better programming decisions as it provides insights into what fans of a particular show also like. For example, fans of "Halo" in Spain are also interested in titles such as "Star Trek: Strange New Worlds," "Foundation," and "Star Trek: Picard." This information allows executives to curate and program shows strategically by catering to their audience's preferences and anticipating their demand for specific content.
Furthermore, demand data can also assist in distribution decisions by identifying under-monetized titles. For instance, we could find new opportunity markets for content distribution based on the demand for "Halo" in countries like Bulgaria, Canada, and the Netherlands, where demand is outstanding. By examining the top 10 global markets where "Halo" is most in-demand over the last 30 days, we can learn how the show is doing worldwide and use this information to allocate resources, optimize the marketing campaign or release strategy and support global SVOD expansion.
Finally, demand data can help with subscriber acquisition and retention. For instance, if you are a linear network or pay-TV network, analyzing the demand for "Halo" helps determine which titles to buy to grow or maintain your audience. On the other hand, if you are an SVOD platform or studio, you could leverage demand data to optimize your marketing campaigns to ensure your content is being seen by the right audience on your platform and making sure you are offering the most in-demand series to your subscribers.
In conclusion, demand data is highly valuable when making content, acquisition, programming, and distribution decisions. Analyzing the demand data for a title like "Halo," as we have done in this example, provides valuable insights on its performance, its global potential, and its potential to drive engagement or reduce churn for any given platform.
