As an OTT platform executive, one of the biggest challenges is evaluating the value of a TV show accurately. Demand data is essential in determining a TV show's value and how it performs in different regions. In this respect, Parrot Analytics leverages global audience demand data to assist executives in making data-driven programming and acquisition decisions.
For instance, let's analyze the performance of "Nirvanna The Band The Show" over the last 30 days in India. According to Parrot Analytics' measurement system, the show has 2.3 times higher demand than the average TV show in India. Demand for this show has been increasing recently, and it is now at 8.6% of all TV shows' level. This information indicates that "Nirvanna The Band The Show" is worth investing in and that it can be a valuable asset for a streaming platform.
Furthermore, demand data also helps in determining a TV show's reach, which can be used to acquire or retain subscribers. In India, "Nirvanna The Band The Show" ranks in the 97.4th percentile of the comedy genre, meaning it has higher demand than 97.4% of all comedy titles in India. Knowing the audience's preferences and what other shows they like enables a platform to optimize their acquisition or retention strategy. For instance, we learned that fans of "Nirvanna The Band The Show" also enjoyed watching "Loki" and "Bob's Burgers," which can inform the development of content or future acquisition activities.
Additionally, understanding a TV show's global demand provides a better understanding of the TV show's travelability, or its international demand relative to its home market. The worldwide audience demand for "Nirvanna The Band The Show" is good, while its travelability is okay, according to the Parrot Pulse measurement system. The demand for the show in India is 15 percent of the demand in its country of origin, the United States. Understanding travelability is crucial for negotiating rights deals and distributing content across different regions.
Content valuation, based on demand analysis, is an essential step in deciding how much to spend on content. Parrot Analytics valuation system leverages the global content demand and supply to reveal the dollar value contribution of any title, to any platform, in any region. Parrot Analytics' content valuation system enables a platform to determine the ROI of a particular title, evaluate its ability to drive subscriptions or retain existing ones, and estimate its cannibalization effects, among other things.
In summary, demand data provides valuable insights into audience preferences and how a TV show performs across different regions. The analysis of "Nirvanna The Band The Show" in India illustrates how demand data informs content valuation, acquisition, distribution, and programming decisions. By leveraging audience demand data, executives can focus on investing in high-demand content, optimize acquisition and retention strategies, and develop content that resonates with a global audience.
