OTT platforms, SVOD platforms, and other media companies can leverage audience demand data to make data-driven content acquisition decisions. The demand data can help in determining the ROI a specific title will bring to a streaming service and in conducting content valuation. Using Parrot Analytics demand data, executives can estimate the value of exclusivity and the baseline value of a title. Additionally, audience demand data can help with decisions concerning supply and demand, identifying opportunities in content distribution, and informing marketing campaign strategies.
Taking "Pyar Ki Yeh Ek Kahaani" as an example, in December 2023, the show had an audience demand of 3.5 times the average show in India over the past 30 days. This indicates that the show's demand is good. However, compared to the past 90 days, the show's demand had decreased. Parrot Analytics data also revealed that "Pyar Ki Yeh Ek Kahaani" achieved the peak rank of #338 in India in December. Looking at the friction in the show's travelability, which measures international demand relative to its home market, it is clear that the demand for the show in India is better than the international market. Additionally, the show's momentum in the pacing of growth and longevity in maintaining demand both indicate good performance.
OTT platforms and SVOD platforms, in particular, can leverage this data to assess a TV series' ability to drive subscriptions and mitigate churn. By looking at the percentage change of demand over a period, executives can assess if a show is still able to generate a sizable audience and revenue. In this case, "Pyar Ki Yeh Ek Kahaani" showed an increase in audience demand in December, indicating it is still generating revenue for any platform that has the rights to the show.
Furthermore, the show's rankings in various genres demonstrate the audience's affinity to romance. Therefore, a platform looking to acquire or create similar romance genres could begin by looking at the audience demand for "Pyar Ki Yeh Ek Kahaani." Also, considering the show's top 10 global markets for audiences, executives can study the local audiences' taste clusters to develop specific content for those audiences or optimize marketing campaigns to acquire or retain subscribers.
In conclusion, OTT platforms, SVOD platforms, TV series financing companies, and entertainment talent agencies can use demand data and Parrot Analytics metrics such as momentum, travelability, longevity, and reach to make informed acquisition decisions. Content distributors and linear networks can leverage the data to identify the most popular genres in a local market. TV production companies, studios and any other media companies can use the data to optimize pre-release marketing, franchise, and spin-off potential for their content.
