For entertainment executives working at OTT or SVOD platforms, demand data represents an opportunity to make more informed content decisions. In this regard, Parrot Analytics content valuation system uses demand data to reveal the dollar value contribution of any title, to any platform, in any region. For instance, let's take a look at "National Treasure: Edge Of History" in Italy during February 2024, with its Hispanic Latina-American lead character named Jess Morales, seeking to recover historical lost treasure.
One way to use demand data is to assess content valuation. Content valuation uses demand data to answer questions such as how much a series is worth, how much of the series’ value is being driven by demand for one of its stars, what is the value of a content library to a platform over time, or how can you estimate cannibalization of audiences if a title is available on multiple services. The Parrot Analytics content valuation system uses economic valuation powered by global content demand and supply to provide an estimation of show value. In this context, the good demand for "National Treasure: Edge Of History" in Italy during February 2024 means that the show is providing value to the platform in terms of audience engagement and retention.
Additionally, demand data can be used to make more informed acquisition decisions. By quantifying the platform-specific marginal revenue contribution and how a title drives engagement across the rest of the catalog, decision-makers can find the ROI a specific title will bring for any given platform. Demand data can also help assess a TV series' ability to drive subscriptions and mitigate churn, thus making it easier to decide which titles to acquire.
Demand data can also be used to make more informed distribution decisions. For instance, knowing which platforms to target for a show can help increase its reach and appeal to a wider audience. In the case of "National Treasure: Edge Of History," its high demand in Italy means that it has a dedicated but small fandom, indicating further targeted marketing may help it reach more viewers in the region.
Demand data can also help make more informed programming decisions. It enlightens the viewer's taste cluster, which provides insights into the type of content that resonates most with a particular audience and informs future programming decisions. In the case of "National Treasure: Edge Of History," demand data revealed that it was performing better than 99.0% of all mystery titles in Italy during February 2024. By examining other shows that fans of "National Treasure: Edge Of History" like, 'National Treasure: Edge Of History' watching habits can be discerned, which can help inform future programming decisions.
Furthermore, Parrot Analytics demand data can also answer critical questions, such as which titles should be purchased to keep current audiences happy or grow the audience through acquisition. Demand data can also inform decisions concerning supply and demand by providing an insight into what type(s) of content exhibit the opportunity to acquire or produce.
Finally, demand data can be used to optimize marketing campaigns, inform competitive benchmarking decisions, map local whitespaces, uncover under-monetized titles, and make more informed decisions concerning factors such as release strategy and pricing. For "National Treasure: Edge Of History," insights such as the spike during mid-February 2024 enabled more informed marketing decisions. Comparing the show's performance on a rolling year basis vs. the last 30 days provided additional data for more informed decision-making as well.
In summary, demand data is a crucial tool that entertainment executives can use to make more informed decisions concerning content valuation, acquisition, distribution, programming, and marketing. By using data-driven insights to inform decisions, decision-makers can create more impactful and valuable content that appeals to a wide range of viewers, attracts new subscribers, and retains existing ones.
