As an entertainment executive, using demand data can provide valuable insights and aid in making informed content, acquisition, distribution, and programming decisions. Let's take the example of "Tokyo 24th Ward" in France during February 2024 to understand how demand data can be used to make better decisions.
Content Valuation: Demand data offers a reliable metric to determine how much a title is worth. Parrot Analytics' content valuation system can help calculate the dollar value contribution of any show to any platform in any region. In the case of "Tokyo 24th Ward," the show has demand 3.4 times the audience demand of the average show in France over the last 30 days, making it a valuable title.
Audience Demand: Demand data offers insight into audience preferences and helps in understanding what content resonates the most with them. For instance, fans of "Tokyo 24th Ward" also enjoy shows like "The Simpsons," "Irina: The Vampire Cosmonaut," "Sacks & Guns!!," to name a few. Additionally, during February, the audience demand for the show increased by 41.6% in France, indicating its popularity is on the rise.
Demand by Genre: Analysing demand by genre can help in programming and acquisition decisions. In February, "Tokyo 24th Ward" ranked at the 93.9th percentile in the mystery genre in France. This indicates that the show is in high demand in this genre and can be considered as a valuable proposition for content providers or TV executives.
Travelability: Demand data also looks at a show's international demand relative to its home market, known as travelability. Despite having good demand in France, the show's travelability is poor, indicating a lower level of interest in other markets.
Franchisability and Reach: By understanding how well a show is received by audiences, future opportunities for expansions, spin-offs, and franchising can be explored. However, for "Tokyo 24th Ward," the franchisability (spin-off potential) and reach (the number of people expressing demand for a show) are both poor.
Comparing Performance: Demand data also provides insight on how a show is performing over a set period. "Tokyo 24th Ward" has seen an increased demand in the last 30 days compared to the same period in the previous year, indicating that it is becoming more popular.
Global Appeal: Understanding how a show performs globally is vital in determining its value and potential. France is "Tokyo 24th Ward"'s number one market globally, with a good audience demand of 3.2x, followed by Spain. In other markets, the show is performing okay, though the demand is below average.
In conclusion, understanding demand data can help entertainment executives make informed decisions on content valuation, programming, and acquisition by analyzing a show's audience demand, genre popularity, travelability, franchisability, and global appeal. By leveraging these insights, TV executives can make better decisions that can offer more significant returns in the long run.
