As an entertainment executive, data-driven decisions can be game-changing when determining which TV show to air, buy or produce. Parrot Analytics provides data-based solutions that help executives make informed programming, distribution, and acquisition decisions. We're going to use the recently-released demand data for "La Unidad" in Spain to illustrate this point.
"La Unidad" is a Spanish TV series that follows the story of a group of special agents tasked with stopping a most-wanted terrorist leader in the world. With 11.4 times the audience demand of the average show in Spain over the last 30 days and an above-average demand of 11.8 times over the last 90 days, demand for "La Unidad" is outstanding.
Content valuation starts by determining how much content is worth to a platform. With Parrot Analytics' demand data, executives can answer the question: "How much is this content worth?" By analyzing the audience's propensity to consume a particular show, its engagement rates, and demand trends over time, one can determine how much of the total platform revenue is driven by a single TV series. In the case of "La Unidad," we can infer that its demand is highly valuable to the platform in Spain because of its high demand.
Additionally, demand data can be used to determine which new content to produce or acquire. Suppose a network noticed that "La Unidad" is similar to other top-rated shows in the same genre. In that case, they may deduce that there is a potential opportunity to produce other similar TV series that could similarly be popular among audiences. Knowing which content audiences tend to prefer by analyzing taste clusters of audiences can streamline programming as executives produce or acquire new and related content to meet audience preferences.
Demand data is also useful for assessing audience retention and growth. "La Unidad" can help to increase subscriptions because its appeal is spread through a wide range of audience tastes. Therefore, it could be an excellent title choice for acquisition by an OTT platform and an endorser of subscribers to drive subscriber growth.
Demand data can also offer insight into the international appeal of content. The performance of "La Unidad" in Spain is a good example of how this insight can be derived. Executives interested in expanding a platform's presence globally can look towards such data to ascertain the travelability of a show's international demand relative to its home market. Additionally, assessing the trend of demand over time can indicate how well a TV show will fare internationally.
Furthermore, when launching a new TV series, analyzing the pre-release demand behavior can inform executives about people's receptiveness towards the new series. In the case of "La Unidad," by observing audience demand during February, executives would have done well to spot an opportunity to market the show more to its target audience.
In conclusion, connecting with audience preferences and circulating valuable content is fundamental in the TV industry, especially with today's multiple platforms. Parrot Analytics' innovative demand data system provides global audience preferences along with the ability to get accurate performance metrics beyond traditional rating systems. By using this data, OTT platforms, studios, and broadcast networks can make strategic, data-driven decisions about which content to produce, distribute, or air, helping them to gain a competitive edge.
