As an entertainment executive, you are undoubtedly faced with numerous critical decisions regarding the content you produce, acquire or distribute. The wide diversity of shows currently available means that you need to make informed decisions that will ensure your content stands out, is successful, and will drive demand.
One valuable tool to make these decisions is the use of demand data, which offers a clear view of how audience members are consuming, engaging, and craving content. In this regard, let's use "The Sandman" series in India as an example to demonstrate how demand data can help you make informed content decisions.
For content valuation purposes, you can use demand data to answer various questions about your content, such as: How much is your series worth, how much of its value is based on demand for one of its stars, what is the value of your content library to your platform over time, why should your series be considered a strategic asset for a streaming platform, and how can you assess the value of exclusivity?
Regarding "The Sandman" in India, for instance, we can tell that its demand is approximately 4.5 times that of the average show in India, based on data from the past 30 days. Only 8.6% of all TV shows achieve this level of demand. Additionally, we can see that demand levels for this show have been increasing recently in India compared to its average demand of 4 times over the past 90 days.
Demand data not only enables you to evaluate your content's current value, but it also quantifies the platform-specific marginal revenue contribution and how a title drives engagement across the rest of the catalog. By proper utilization of this data, you can calculate the return on investment a particular title will bring for any given platform. Additionally, you can use demand data to assess a TV series' ability to drive subscriptions and mitigate churn, by identifying titles that delight your audiences.
By answering questions like what content is most popular in your market, or what genres are resonating most with your current audience, you can quantify the value of your content globally. This can guide your acquisition decisions, as you can pursue or produce types of content that exhibit an opportunity to acquire or produce.
Additionally, when mapping your local whitespace, you can utilize demand data to uncover the most popular genres of content in your area and ensure that your content will resonate with your target market.
The example of "The Sandman" also shows that Parrot Analytics' content valuation system is powered by global content demand and supply. The company's Parrot Pulse rating system offers an independent measure of a show's global performance across six dimensions (travelability, franchisability, reach, momentum, longevity, and worldwide audience demand).
An entertainment executive can use these various measures to conduct competitive benchmarking and gain insight into how a show measures up against others in the popular market. You can also use demand data to optimize pre-release marketing campaigns, identify under-monetized titles or shows that have the potential to create spin-offs or franchises.
Finally, by examining the top 10 global markets where "The Sandman" is most in-demand, we can see that this TV series outperforms the demand of the average TV show in each of these markets. By understanding the relative demand that your content has in international markets, you can allocate funds to maximize future content investments.
