As an OTT platform executive or any other entertainment executive involved in content decision-making, there are many questions you need to answer to create successful content. Fortunately, demand data helps you answer these questions effectively and make informed decisions.
One important consideration is content valuation. By using demand data, you can calculate the monetary value contribution of any specific title to any platform in a particular region. For example, in the case of "Black Mirror" in India, you can use demand data to get answers to questions such as, "What genre resonates best with my audience?", "What is the value of a content library to a platform?", "How much is ‘Black Mirror” worth to another streaming platform?" and “What is the baseline value of the title?” With 8.3 times the audience demand of the average show in India over the last 30 days, demand for "Black Mirror" is outstanding. This valuable information can help you assess the strategic value of a title to a streaming platform and identify the factors driving its value.
Another essential question that demand data helps content decision-makers answer is the optimal acquisition, distribution and programming decisions. Suppose you're looking to acquire content. In that case, demand data provides valuable insight into identifying which content exhibits opportunities for growth and the type of content that appeals to audiences in various regions globally. In the case of "Black Mirror" in India, you can use demand data to identify the show's audience, understand the show's popularity and identify similar content that appeals to the same audience. With "Black Mirror," audience demand has been decreasing recently in India; therefore, you might want to avoid high acquisition costs.
Programming decisions, such as determining the best release strategy and pricing, can similarly be informed by demand data. In the case of "Black Mirror," its demand spiked in late October 2023 for India, indicating that the timing of its release may have played a role. Understanding user preferences with affinity analysis and taste clusters can help provide further insight and direction.
Another important decision demand data can help with is subscriber acquisition and retention. Specifically, you can use demand data to identify titles that will appeal to your current subscribers to keep them satisfied and find new subscribers to reach your goals. In the case of "Black Mirror" in India, its demand outperforms the demand of the average TV show in all top ten global markets, indicating that it has vast international appeal.
Finally, demand data can help content decision makers answer questions around marketing the upcoming release of content. In the case of "Black Mirror," understanding sentiment towards the show as part of the cultural zeitgeist can help inform marketing content to maximize engagement.
In conclusion, demand data is a critical factor in making informed content decisions, particularly in the current era of data-driven decision-making. From content valuation to acquisition, distribution, programming, and subscriber retention and acquisition, demand data provides valuable insights to create a successful content strategy. The case of "Black Mirror" in India is a great example of how entertainment executives can use demand data to make informed decisions that impact their bottom line.
