As a TV executive, using demand data can help you make more informed content, acquisition, distribution, and programming decisions. For instance, analyzing the demand data of "Walking Britain's Lost Railways" in December for France can provide insights on content valuation, under-monetized titles, optimal release strategy, and franchise potential as explained below:
Firstly, "Walking Britain's Lost Railways" has a high demand in France - 3.2 times the audience demand of the average show in the region over the last 30 days, and its demand grew over the last 90 days. Such data is crucial in content valuation and can help an executive determine how much to spend on content as it reveals the dollar value contribution of any title, to any platform, in any region. Additionally, the data can help you estimate the ROI for a specific title on any platform and assess a TV series' ability to drive subscriptions and reduce churn.
Secondly, from analyzing the show's demand data and using Parrot Analytics' platform, we see that "Walking Britain's Lost Railways" has a poor travelability score, implying that its international demand is less compared to its home market, which could be helpful in deciding what type of content exhibits opportunity to acquire or produce.
Thirdly, demand data can inform the optimal release strategy and pricing for a show. For example, demand for "Walking Britain's Lost Railways" decreased in France during December; however, demand spiked in late December, indicating that there could be a moment to optimize the show's release strategy in response to audience behavior and further monetization opportunities.
Another way demand data can be used to inform is by uncovering under-monetized titles and determining how to find new opportunity markets for content distribution. A global performance measure like Parrot Pulse can provide insights on a title’s longevity, momentum, reach, franchisability, and travelability. In the instance of "Walking Britain's Lost Railways," its franchisability is poor, but it is critical to remember that creating franchises or spin-offs can further monetize titles.
Lastly, analyzing demand data can assist in mapping local market whitespaces, determining which genres are resonating most with the audience in specific regions, and comparing the performance of titles against other available shows in a market. An executive can utilize such data to inform programming decisions, acquisition, and distribution decisions.
In summary, analyzing demand data can be beneficial to entertainment executives in content valuation, franchise potential, informing optimal release strategy, and discovering under-monetized titles to find new opportunity markets for content distribution. It can also inform programming and acquisition decisions by revealing trends in specific regions through mapping local markets.
