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How Demand Data Can Improve Content Decision-Making: A Case Study of Andor in France

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Parrot Analytics Insights - December 2023

As an entertainment executive, it can be challenging to make the right decision on what content to acquire or distribute. However, using demand data, choices can be based on actual audience demand. For instance, by analyzing data on "Andor," we can observe how the series performs across specific dimensions and how it relates to potential decision making.

Firstly, content valuation is essential as it enables assessing the true dollar value of a series to any platform, region or audience. Based on the demand data, one can determine "Andor's" value in France. It is currently 10.3 times the audience demand of the average show in France over the last 30 days, and this implies that it is worth more than the average show. Additionally, content valuation can answer questions such as how much a series is worth, how much of the show's value is being driven by demand for one of its stars, and what is the value of a series to a streaming platform over time among other questions.

Secondly, data on audience demand enables subscribers' acquisition and retention decision-making. Understanding the audience's preferences and tastes can help retain current subscribers while acquiring new ones. For "Andor", we can see that the audience demand for the show has been increasing in France by 5.6% in December 2023. Understanding the patterns of this demand and what is driving it can help with the decision-making process.

Thirdly, competitive benchmarking can be done by comparing audience demand for one title against other titles available in the market. Using data for "Andor" against shows such as "Ahsoka", "House Of The Dragon", "Rick And Morty", "Foundation", "Obi-wan Kenobi", "The Lord Of The Rings: The Rings Of Power", "Star Trek: Strange New Worlds", "The Last Of Us" and "Loki" can enable an executive to compare the show's performance against similar titles.

Fourthly, analyzing the show's demand helps with distribution and release strategies. It shows the most popular markets, such as the United States, where the demand for "Andor" is 13.9x the average, as well as the Netherlands, Italy, Bulgaria, Canada, Australia, and Poland, where the demand is outstanding.

Lastly, the demand data can help an executive to comprehend a show's performance across dimensions such as momentum, longevity, franchisability, reach, and travelability. For example, "Andor" has a good level of momentum, which indicates that there is a pace of growth for the show, as well as a good level of franchisability, which implies that there is potential for spin-offs or franchise creation.

Overall, demand data plays an important role in helping executives make informed decisions in content valuation, acquisition, distribution, and programming. Through analysis of "Andor," executives can learn the most valuable markets, plan release strategies or budgets, identify new shows to maximize investments, and make informed decisions that align with audience preferences.

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