As a TV executive, there are many questions that you may want to answer when making content decisions or acquisition decisions, among others. Fortunately, Parrot Analytics can help provide answers to many of those questions by using audience demand data.
Using demand data is an excellent way to help executives make informed content decisions. It can help answer specific questions such as:
- How popular is my show in this market or on a global scale?
- What genres are resonating most with my current audience?
- What genres should we focus on to attract new subscribers to our SVOD service?
- Does this title have a dedicated but small fandom or appeal to a wide group of people
- What is the best release strategy for my content?
- How did my pre or post-premiere compare against other shows?
For example, let's use the show "Wisting" in France during December 2023. We can see that the demand for this show is good and has been increasing. Moreover, it has a global performance across six dimensions, including travelability, and longevity, where it performs okay. It ranks at the 94.7th percentile in the drama genre, meaning it has higher demand than 94.7% of all drama titles in France. When looking at the top 10 global markets where "Wisting" is most in-demand over the last 30 days, we can see that France is the show's number one market globally. We can also see its audience demand has increased by 10.5% in France, indicating that demand data can show specific market and regional changes in demand.
This information can help executives gain insights into the show's performance, so they make informed content decisions. Using demand data, executives can find out what other shows fans of "Wisting" like, consider expanding certain genres, or use the data to optimize release strategy and pricing. They can even use it to make informed acquisition decisions by looking at the show's demand compared to other titles in the genre, or its value as an IP for potential spin-offs or franchises.
Additionally, executives can use demand data to understand how a title can drive engagement across the rest of its catalog and platform-specific marginal revenue contribution, which can power an economic valuation system to reveal the dollar value contribution of any title to any platform in any region. By using demand data, executives can calculate the ROI for a specific title or assess a TV series' ability to drive subscriptions and mitigate churn.
Overall, content valuation leveraging audience demand data can be used by executives to make more informed decisions, whether in terms of content valuation, acquisition, distribution, or programming. Data can also be used to inform pre-release marketing, assess a show's ability to keep an audience happy or attract new subscribers, and even help map local whitespace to determine what types of content are most popular in that region. Using demand data can save time and resources by helping executives make more informed decisions about what they should acquire and produce, and how they can maximize their investments to achieve the best results.
