TV executives at a streaming platform, production company, or content distributor can use demand data to make more informed content acquisition, distribution, and programming decisions, which in turn impact a show's content valuation. For instance, let's take a look at the performance analysis of "National Treasure: Edge Of History" in Italy in January 2024.
1. Content Valuation: Content valuation is a crucial aspect of a streaming platform's business model, and they can use demand data to determine how much a particular title is worth. Parrot Analytics' content valuation system is based on global content demand and reveals the dollar value contribution of any title to any platform in any region. Therefore, with 6.1 times the audience demand of the average show in Italy over the last 30 days and the fact that only 8.6% of all TV shows have this level of demand, "National Treasure: Edge Of History" has a good content valuation.
2. Audience Demand: One can use demand data to determine audience engagement with a show and how it ranks against the competition. In this particular case, the demand for the "National Treasure: Edge Of History" in Italy has been decreasing over time. However, it still achieved a high-rank of #176 in Italy, which is a good indicator of audience engagement. Furthermore, its demand is in the 99.0th percentile in the mystery genre, meaning that it has higher demand than 99.0% of all mystery titles in Italy.
3. Market Analysis: Demand data can help assess how a show is performing in different markets. For instance, the show did exceedingly well in Russia, which is its number one market globally. It also did well in Italy, Poland, China, Ukraine, USA, Canada, United Kingdom, and the Netherlands. Thus, streaming platforms, content distributors, and production companies can use demand data to determine which shows to launch and in which markets.
4. Content Optimization: With the help of audience demand data, show producers and creators can potentially optimize a story and its characters for better engagement. For example, one of the findings in the analysis that fans of "National Treasure: Edge Of History" also enjoyed watching "Loki," "WandaVision," "The Falcon And The Winter Soldier," and other Marvel Cinematic Universe TV shows. Hence, even if "National Treasure: Edge Of History" is not directly related to these shows, discovering such insights could lead to content optimization that could potentially lead to a wider audience appeal.
5. Platform and Marketing Strategy: Demand data could also assist with strategic decision-making for streaming platforms, including which type of content (i.e., TV shows, movies, documentaries, etc.) to produce or acquire, which platforms to target for distribution of content, and how to optimize pre-release marketing campaigns ahead of the premiere. For example, demand spiked in late January 2024 for "National Treasure: Edge Of History" in Italy. A proper marketing campaign could have caused the increase in demand, and the knowledge of a specific time frame's demand spike could result in a better marketing strategy for the future.
In conclusion, by using demand data, TV executives at a streaming platform, production company, or content distributor can make insightful decisions regarding content acquisition, distribution, and programming decisions. The examples mentioned above evaluate how demand data could potentially impact the value of a content and provide a framework for how executives can use it to make more informed business decisions.
