As an entertainment executive at an OTT platform or a TV production company, you can make more informed content decisions by leveraging demand data to analyze audience behavior and preferences. For instance, analyzing the demand data of a popular TV show like "Smallville" in Italy for February 2024, you can learn the following:
1. Content valuation: By using demand data, you can calculate the economic value of a content library to a platform over time. In the case of "Smallville," the show has good demand, with an audience demand of 2.4 times the title average in Italy over the last 30 days. You can also determine the baseline value of a TV series, the ROI it will bring over time, and its ability to drive subscriptions and mitigate churn.
2. Acquisition decisions: By using demand data, you can assess a TV series' demand and suitability for acquisition. For instance, for a TV production company or studio looking to acquire the rights to "Smallville," the show has outstanding demand across six dimensions, including audience demand, franchisability, and reach. However, the demand for the show has been decreasing recently. Therefore, you can use this data to make an informed decision on whether to acquire the rights to this show or not.
3. Distribution decisions: Demand data can also inform which platforms to target for the distribution of your content. In the case of "Smallville," the data shows that the show outperforms the demand of the average TV show (1x) in several global markets, including the United States, Brazil, China, Canada, Switzerland, the United Kingdom, the Netherlands, Australia, and France. This information can help you to target the markets with the most demand for your content.
4. Programming decisions: By examining the top 10 global markets where "Smallville" is most in-demand over the last 30 days, you can identify trends in audience behavior and preferences. You can also analyze the demographics of the show's audience, including their tastes, to optimize programming decisions. For instance, you can learn that other shows that fans of "Smallville" also like are "Hardcore Pawn," "Weeds," "Duck Dynasty," "Grey's Anatomy," "Royal Pains," "The Good Doctor," "The Blacklist," "Breaking Bad," and "The Simpsons."
5. Content optimization: By using demand data, you can identify which elements of existing content fans like the most and optimize upcoming productions for success. In the case of "Smallville," you can analyze the show's performance against other titles available on the market to determine its strengths and weaknesses. This information can inform the types of content that exhibit opportunities for acquisition or development.
Finally, by leveraging demand data, entertainment executives can make data-driven decisions concerning supply & demand, value content, and retain and acquire subscribers. The insights derived from demand data can help entertainment executives to make better-informed strategic decisions that will ultimately benefit the success of their businesses.
