As a TV executive, it's important to make informed decisions when it comes to content acquisition, distribution, and programming. One way to do this is by leveraging audience demand data, which provides insights into the popularity of titles and how they are resonating with audiences. Let's take the example of "You" to illustrate how demand data can be used to inform content-related decisions.
Content Valuation: "You" has an exceptional level of demand in Spain, which indicates that the show is highly valued by the Spanish audience. Parrot Analytics' content valuation system is based on demand data and can reveal the dollar value contribution of any title to any platform in any region. By using demand data, TV executives can calculate the ROI of a specific title and assess its ability to drive subscriptions and mitigate churn.
Regional Audience Demand: In Spain, "You" has 8.4 times the audience demand of the average show, which is outstanding. This level of demand is an indicator of high popularity within the Spanish market. Understanding regional audience demand levels of a title can help with determining which market(s) to invest in for distribution, acquisition, or licensing.
Cross-Genre Analysis: "You" ranks at the 99.4th percentile in the romance genre in Spain, which means it has higher demand than 99.4% of all other romance titles. Additionally, we find that fans of "You" also like shows in the comedy, drama, and animation genres. This cross-genre analysis can be used to find similar titles to "You" that may appeal to the same target audience.
Travelability: "You" has exceptional travelability, meaning it has strong global appeal outside of the United States where it originated. In Spain, for example, demand for "You" was 30% of the demand in the US. TV executives can use the travelability metric to determine which titles have the potential to perform well in specific regions and thereby guide acquisition or licensing decisions.
Longevity: "You" maintains outstanding audience demand over time, which indicates that the show has a dedicated and engaged fanbase. TV executives can use this metric to assess the staying power of a title and identify which catalog content to acquire to increase engagement and retain customers.
Momentum: "You's" exceptional momentum can help TV executives gauge the success of their marketing campaigns and make predictions about how the show will perform in the future. By leveraging momentum data, TV executives can adjust their marketing strategies accordingly.
Reach: "You" has outstanding reach, which means the show appeals to a wide group of people and has potential to attract new subscribers to a platform. TV executives can use this metric to identify titles that may serve as acquisition-driving or churn-reducing assets.
By using audience demand data from Parrot Analytics, TV executives can make more informed decisions when it comes to content acquisition, distribution, and programming. The demand data not only provides insights into the current popularity of a title but also offers a glimpse into potential future success. Understanding regional differences in audience demand and how a show performs cross-genre or in comparison to other shows is crucial, and demand data can help inform decisions at every step of content development.
