As an entertainment executive, understanding audience demand is crucial for making informed content decisions. Using the example of "This Is Us" in Spain for the month of January 2024, we can see how demand data can be used to make more informed content decisions, whether it's acquisition, distribution, or programming.
Content valuation studies the economic value of a piece of content based on global audience demand data. For example, by using Parrot Analytics' content valuation system, a TV executive can determine how much to spend on any piece of content, assess its ability to drive subscriptions, evaluate the value of exclusivity, and estimate its ROI on a given platform. The demand data for "This Is Us" indicates that it has a good level of demand in Spain, with a score of 6.0 times the average show, and is ranked #224 in Spain, dropping 49 spots in the past month. While the demand in Spain decreased slightly in January, it saw a spike in mid-January. It is also performing well globally, achieving the outstanding audience demand across all platforms and having an exceptional reach and franchisability.
When it comes to programming decisions, the demand data can help to identify audience interest and preferences. For instance, the show is currently at the 99.2th percentile in the romance genre in Spain, indicating it has higher demand than 99.2% of all romance titles in Spain. Moreover, the analysis of shows that "This Is Us" fans also like might help TV executives to identify what genre is currently resonating with its audience, and what other shows they might be interested in watching. Meanwhile, the demand analysis also gives insight into what other regions might be open to the content, such as China or Brazil, leading to potential overseas distribution and monetization opportunities.
Furthermore, demand data also allows executives to identify under-monetized titles or pockets of potential growth. Analyzing the audience demand data for "This Is Us" over the past year, it can be observed that although the show's average demand on a rolling year basis was 6.2x the average title, it has seen a decrease in popularity with only a 6.0x demand score in the past 30 days. This information would help executives to investigate and understand what might have caused the recent decrease in viewership and help them decide whether any repositioning or rejuvenation activities are required.
In conclusion, understanding audience demand using tools like Parrot Analytics can provide executives with valuable insights for making informed decisions about acquisitions, programming, distribution, monetization, and strategic investments. By analyzing demand data, they can identify audience trends, uncover new opportunities and avoid unsustainable investments, measure the economic value of a title, and devise effective marketing campaigns to engage with the audience.
