As an entertainment executive, understanding audience demand is crucial when making content decisions. With the help of Parrot Analytics' demand data, you can make sound content, acquisition, distribution, and programming decisions. For example, let's take "The Vampire Diaries" as a case study for France in October 2023.
Demand data is an essential tool in content valuation. It enables you to determine the dollar value contribution of any title to any platform in any region. In October 2023, "The Vampire Diaries" had 11.6 times the audience demand of the average show in France. This places it in the top 2.7% of all TV shows. As an executive, this information gives you a baseline value of the title. Additionally, you can use demand data to assess the value of exclusivity.
Demand data can also inform decisions regarding supply and demand. Executives can utilize such data to identify content exhibiting opportunities to acquire and produce. Regarding acquisition, understanding the global demand for a title can inform decisions on whether or how much to spend on content. For instance, while France had outstanding demand for "The Vampire Diaries," it only had 45% of the show's demand in its country of origin, the United States.
Demand data can also help attract new subscribers to an SVOD service. New subscribers can be acquired by buying TV shows that appeal to a wide group of people. In October 2023, shows like "Game Of Thrones," "Legacies," and "The Walking Dead" were liked by fans of "The Vampire Diaries."
Demand data can also be used to assess marketing campaigns' effectiveness. Executives can optimize marketing campaigns ahead of a show's premiere by utilizing demand data. They can know whether a show is part of the cultural zeitgeist, as was the case for "The Vampire Diaries" in October 2023.
Executives can use demand data to gauge the performance of an exclusive or acquired title. "The Vampire Diaries" saw a 15.1% decrease in demand in France in October. Understanding performance is critical in deciding whether to renew, cancel or acquire more episodes of a show.
Ultimately, demand data provides executives with an independent measure of a show's global performance. By analyzing "The Vampire Diaries," for instance, we can see how it outperformed the demand of the average TV show in each of its top 10 global markets. The show achieved outstanding audience demand in countries such as the United States, Brazil, Germany, South Africa, and Canada. Using demand data, executives can make informed decisions to attract and retain subscribers, optimize marketing campaigns, and price content optimally.
