If you're an entertainment executive trying to make informed decisions related to content acquisition or programming, demand data can prove to be a powerful tool. We can use the example of "Outlander" in Italy during February 2024 to illustrate the many ways in which demand data can help you in your work. By examining the demand data for "Outlander," we can answer several important questions.
Firstly, in terms of content valuation, Parrot Analytics' content valuation system uses demand data to help you determine how much your content is worth on a platform. You can calculate the dollar value contribution of any title, to any platform in any region. In the case of "Outlander" in Italy in February 2024, the show had a demand 9.3 times the audience demand of the average TV show in Italy over the last 30 days, indicating an outstanding level of demand. Therefore, we can safely deduce that the show has high content valuation. Similarly, we can also use demand data to identify the value of a content library to a platform over time, and to estimate the baseline value of a title.
Secondly, demand data can offer insights into global performance and travelability. For instance, demand for "Outlander" in Italy was 28% of the demand in its country of origin, the United States, indicating that the show had significant international appeal. By factoring in travelability, you can quantify a show's international demand relative to its home market. Additionally, demand data can help you to compare the show's performance on a 1-year rolling basis vs. the last 30 days. In this case, we can see that though "Outlander" has incredible demand on a regular basis, it's popularity has actually increased lately.
Thirdly, by examining the top 10 global markets where the show is most in-demand, we can paint a detailed picture of the show's popularity around the world. For example, "Outlander" is most in-demand in the United States, followed by Germany, the United Kingdom, and Brazil. You can also use demand data to uncover under-monetized titles, and to answer specific questions related to content acquisition and programming in each respective market. For example, we can learn which genres are resonating most with the audience, which type of content weighs the most opportunity, what titles should be bought to keep audiences entertained and so on.
Finally, demand data can help with decisions concerning supply and demand, franchise creation, recommendations, marketing and performance. In the case of "Outlander" in Italy in February 2024, demand spiked at the end of the month, which could inform the timing of any future content marketing or promotions. As we identified earlier, the show has high franchisability, and its reach is exceptional, which would indicate that it could attract new fans on the platform. Similarly, by identifying which other shows are enjoying popularity among fans of "Outlander" in Italy, executives can target those genres to attract new subscribers.
In summary, the analysis of "Outlander" in Italy during February 2024 offers a glimpse into just some of the ways in which demand data can facilitate informed decision making among entertainment executives. By using this data to inform content acquisition or programming decisions, executives can be better positioned to maximize audience demand, drive subscriber growth and retain customers.
