As a top entertainment executive, you need to make informed decisions about the content that your platform acquires, produces, distributes or programs. Demand data is the key to understanding the popularity and value of your current and potential content. One example of a highly demanded show is "The Expanse", which will be analyzed for the month of December 2023 in Spain.
Content Valuation using Demand data
One of the key questions we help answer using demand data is how much a show is worth. Parrot Analytics content valuation system is based on demand data and reveals the dollar value contribution of any title in any region. For instance, while comparing the performance of "The Expanse" on a rolling year basis versus the last 30 days, we can see a drop in demand. While its peak demand on a rolling year basis was 9.1 times the average over the entire year, it fell to 6.8 times the average in the last 30 days. This decline should be factored in when valuing the content. That's why having access to real-time demand data becomes essential in understanding content valuation.
Acquisitions and Programming Decisions
The demand for "The Expanse" has been increasing lately in Spain, with audience demand increasing by 10.4% during December. The spike in demand mid-December reveals that the show had a strong impact during the holiday season, which should be noted when deciding on program scheduling. Furthermore, the show's great performance in Spain might be replicated in other markets since we have noted that it has outstanding demand in other countries such as the US, Russia, Canada, the UK, China, France, Poland, and Hungary. This analysis suggests it could be an ideal acquisition to grow or retain subscribers in these current high-demand areas.
Distribution Decisions
By examining the top 10 global markets where "The Expanse" is most in-demand over the last 30 days, and considering their relative demand performance, we can infer the popularity of the show in various regions. For example, "The Expanse" achieved outstanding audience demand of 13.4x in the United States, its number one market globally. This information helps decision-makers understand the demand appetite for certain content types in different regions, and how to tailor their acquisition of content or distribution of content to better target the intended audience.
Marketing & Promotion
Demand data, such as that gathered for "The Expanse", can help optimize pre-release marketing campaigns and promotion strategies ahead of and during a premiere. Understanding that this show is highly demanded in certain areas helps to know where and when to focus marketing efforts.
Retention and Growth of Subscribers
Another important aspect of using demand data is how it impacts subscriber retention and growth. If a title has high demand like "The Expanse", it can be considered a retention-driving title, meaning its availability on a platform can keep current subscribers happy. On the other hand, if a title has high demand from a particular demographic, this can guide acquisition decisions targeted to attract new subscribers in that group.
In conclusion, "The Expanse" serves as a great example for how demand data aids the decision-making process for acquisitions, programming, distribution, marketing/promotion, and retention/growth of subscribers. Access to real-time demand data such as that provided by Parrot Analytics helps to estimate economic value, measure demand in different regions, optimize content promotion strategies, and make better-informed decisions on content acquisition and distribution.
