If you're an entertainment executive at an OTT or SVOD platform, you can use demand data as a valuable tool for making informed content decisions. Parrot Analytics' content valuation system, which uses demand data, can help answer questions like how much is a specific title worth to a platform, how much ROI a specific title is expected to bring, and how much a TV series can help mitigate churn.
Regarding "The White Lotus" in Spain, the show had 5.8 times the audience demand of the average show in the country over the last 30 days, which is good. This level of demand is relatively high, as only 8.6% of all TV shows have this level of demand. Compared to its demand of 6.0 times the average over the last 90 days in Spain, demand for this show has decreased recently. It's essential to understand demand's directional trend for making informed content decisions.
One of the tools you can use to measure how a show is doing is to monitor its global performance across six dimensions using the Parrot Pulse. "The White Lotus" had outstanding worldwide audience demand across all platforms, exceptional travelability, outstanding longevity, exceptional momentum, outstanding franchisability (spin-off potential), and good reach (the number of people expressing demand for a show).
One of the most valuable aspects of Parrot Analytics' demand data is being able to examine the top 10 global markets where "The White Lotus" is most in-demand over the last 30 days. We find that the show outperforms the demand of the average TV show in each of these markets. The United States, where the show originated from, is its number one market globally, with outstanding audience demand of 12.2x.
Monitoring the show's demand trend in different markets can help you make more informed content decisions in terms of production and distribution. For instance, if "The White Lotus" performs particularly well in Spain, you might consider producing or buying similar content targeted towards Spanish audiences.
Demand data can also help with programming and acquisition decisions. For example, you can use affinity analysis, which provides insight into the best talent, brand, or TV shows you can partner with to expand your audience. Additionally, examining the genres that are most popular among your audience can help you focus on content that resonates with your viewers, leading to better subscriber retention and acquisition.
Finally, if you're a linear network or pay TV network executive, one of the things you can do with demand data is to optimize your marketing campaign ahead of premiere. It can help you identify which shows to market, focus on specific territories, and define the best release strategy.
In conclusion, understanding audience demand helps entertainment executives make more informed content decisions, whether it's related to programming, acquisition, or distribution. Demand data provides insight into how a show is performing, what type of content your audience likes, where it's popular, and how to optimize marketing. Parrot Analytics' content valuation system, which utilizes demand data, can help executives quantify a title's ROI, estimate cannibalization of audiences, and assess a TV series' ability to drive subscriptions and mitigate churn - helping them make even more informed decisions.
