As a TV executive, you can use Parrot Analytics' demand data to make more informed content, acquisition, distribution, and programming decisions. Demand helps to answer important questions such as how well a show is performing in the market, which genres are most popular in a specific region and what content resonates with the audience. Let's take the example of "The X-Files" airing in February 2024 in India, and explore how demand data can be used to make better decisions.
Demand data can help with content valuation by revealing a title's dollar value contribution to any region or platform. Content valuation allows you to determine how much to spend on content, assess a title's ability to drive subscriptions, and calculate the ROI of a specific title on a given platform. Using demand data, you can also determine the baseline value of a title, and assess how much of a show's value is being driven by the demand for one of its stars.
In the case of "The X-Files," we observe its global demand across six dimensions that Parrot Analytics evaluates, which are audience demand, travelability, longevity, momentum, franchisability, and reach. This data helps to measure a show's performance against the average in all markets globally and enables executives to make informed decisions about where to distribute content efficiently. For instance, we see how "The X-Files" has high travelability and reach, making it suitable for distribution in markets across the globe.
Demand data can also have a direct impact on programming decisions. For example, by analyzing shows that fans of "The X-Files" are also watching, executives can identify patterns and preferences in their audience's viewing habits, which can be used to produce new shows or cross-promote content between different series. To retain the audience, demand data can be used to choose titles to acquire and add to the linear or streaming network's programming slate to keep the current audience happy. Similarly, to attract new subscribers, an exec could leverage shows with high demand, such as "The X-Files," to gain more traction.
Lastly, demand data can inform acquisition decisions by identifying titles with high demand. By looking at the top ten global markets where "The X-Files" is most in-demand, executives can determine which channels are most valuable when considering whether to acquire or distribute the title at the international level. For instance, we see in our analysis that "The X-Files" is highly in demand in the United States, United Kingdom, Canada, and other countries, making it an ideal title to acquire for SVOD, linear, or pay TV networks.
In conclusion, demand data is a powerful tool for entertainment executives looking to make more informed decisions regarding content valuation, programming, acquisition, and distribution. By leveraging demand data such as the one shown in "The X-Files" example, executives can better understand their audience, make smarter investment decisions, and find new opportunities for monetizing their content.
