As an entertainment executive, you face the challenge of making important decisions about content valuation, distribution, acquisition, and programming with limited information about consumer demand. Fortunately, with demand data, you can gain valuable insights into audience preferences, needs, and interests to make more informed decisions.
Let's take a look at an example of how demand data can be used in strategic decision making. In the case of "Looking," a TV series about contemporary gay relationships, demand data reveals that the show has a good level of audience demand in India, with 3.6 times the audience demand of the average show in India over the last 30 days. This information can inform both content valuation and programming decisions by contributing to the determination of the show's worth to the platform and how frequently or prominently it should be programmed.
Furthermore, the fact that demand for "Looking" has been decreasing recently may indicate the need to adjust programming or marketing strategies to better meet the needs of the target audience. It's essential to look into audience preferences and trends to keep content relevant and engaging.
Demand data can also inform decisions about distribution, acquisition and help answer questions such as why this show compares to others in the romance genre, why India has lower demand compared to the show's country of origin, or whether it is franchisable.
The international performance of "Looking" is also a significant factor to consider for global distribution, acquisition, and expansion. Understanding how well the show performs in different territories, such as in Vietnam, Serbia, Brazil, Iceland, Luxembourg, and Malta, can reveal which areas offer the most significant potential for growth and expansion of the show's audience and how funds should be allocated.
By utilizing demand data, TV executives can evaluate the success of their marketing campaigns and determine whether their efforts are paying off in terms of building brand loyalty, capturing new audiences, or retaining current customers. Additionally, data can help in the selection of specific titles that exhibit opportunity to acquire and produce, and can be used to make decisions about programmatically promoting one show over another.
In conclusion, demand data is a powerful tool that entertainment executives can use to make decisions about content valuation, distribution, acquisition, and programming. By looking into a variety of data points, from geographical performance to audience engagement levels, the impact of marketing and pricing strategies, talent choices, and the competition, executives can make well-informed decisions concerning specific shows or broader programming strategy.
