For entertainment executives at an OTT platform like Netflix, demand data can help make more informed content acquisition and programming decisions, and inform strategies to better retain subscribers by keeping them satisfied with the platform's content offerings. Parrot Analytics' content valuation system, which uses demand data to reveal a title's dollar value contribution to a platform in any region, can also help with content valuation.
"The Umbrella Academy" is an episodic TV show that is currently performing well in India, having achieved 3.3 times the audience demand of the average show over the last 30 days. This level of demand places it in the 8.6th percentile of TV shows. A platform like Netflix can use this information to gauge the potential profitability of acquiring the show for its Indian audience. Moreover, "The Umbrella Academy" has higher demand than 98.0% of all comedy titles in India, meaning this show could be a strategic fit for a platform looking to expand its comedy genre catalog in the country.
Parrot Analytics' demand data can also help with content distribution decisions. For example, the data indicates that the show's performance is strong in its country of origin, the US, where it achieved an outstanding audience demand of 11.0x. This suggests that platforms targeting a US audience could consider "The Umbrella Academy" for acquisition or licensing.
Additionally, the data reveals that the show's demand in India is 18% of the demand in the US. Executives can compare this ratio across all shows to determine which shows may have the greatest potential to travel and perform well globally, making them a safer investment. In the case of "The Umbrella Academy" in India, it appears that the show has good travelability, suggesting it could perform well in other countries across the globe with similar tastes in content.
When considering subscription retention and acquisition, demand data can be used to understand which titles should be prioritized, as well as what content elements users appreciate most. In the case of "The Umbrella Academy", its audience demand in India has increased by 17.5% in February 2024, indicating that the show might be able to help retain subscribers who like this genre and have thus been looking for similar content. Furthermore, the data reveals that fans of the show also like other genres, such as "Loki" and "The Boys", which may inform acquisition and programming decisions for complementary content.
Finally, demand data can also be used to inform franchise potential and determine whether a title should spawn spin-offs or further monetization opportunities. According to Parrot Analytics' demand data, "The Umbrella Academy" has an outstanding franchisability score. This means that spin-offs and franchises could be considered by a producing or financing company for further monetization opportunities.
In conclusion, demand data can help entertainment executives make more informed decisions around content valuation, acquisition, distribution, programming, subscription retention, and franchise potential. The example of "The Umbrella Academy" in India provides a window into how these insights are gleaned from demand data, such as its audience demand level, peak demand, travelability, audience profile, and franchisability score. Platforms, TV series financing companies, talent agencies, and networks can leverage these insights to build a successful content strategy for their respective businesses.
