The success of "The Passage" in Spain over the last 30 days provides valuable insight into how entertainment executives can make more informed content decisions through demand data. The show's audience demand was 2.8 times the average title in Spain, indicating good performance. This is supported by an increase in demand of 22.7% during February. Using demand data like this can help entertainment executives decide which titles to invest in or acquire, as well as when to air them to reach the maximum possible audience.
Demand data can also be used to inform distribution decisions. For example, examining the top 10 global markets where "The Passage" is most in-demand can reveal which regions could be potential distribution targets for the show, based on its international appeal. It is notable that "The Passage" outperforms the demand of the average title in each of its top 10 global markets, indicating potential for continued success in these regions. This kind of information can help OTT and SVOD platforms understand which shows are best suited for distribution in which markets.
Additionally, demand data can provide valuable insights into programming decisions. By understanding the specific genres and types of shows that the audience for "The Passage" also likes, entertainment executives can explore other avenues, such as spin-offs or franchises, that could further monetize the IP of the show. They can also optimize pre-release marketing campaigns based on audience preferences to ensure a successful premiere.
Furthermore, demand data can be utilized to inform content valuation decisions. Parrot Analytics' content valuation system is based on demand data, which can be used to determine the dollar value contribution of any title, to any platform, in any region. Using demand to value content allows for quantifiable ROI and helps assess a title's ability to drive subscriptions and mitigate churn, which is essential for linear and pay TV networks.
In conclusion, demand data is a powerful tool that can help entertainment executives make informed content, acquisition, distribution, and programming decisions. The success of "The Passage" in Spain serves as a compelling use case for leveraging demand data to make better decisions overall.
