How do streaming services, studio executives, and content distributors make data-driven decisions about their digital content strategy? By understanding which shows have high demand and “stickiness” in different markets, companies can measure a show's true potential and make smarter investment choices. "For All Mankind" is a great example of using audience demand data to determine its potential. Here are a few questions that demand data can help answer for executives considering content decisions at their companies.
- Content valuation: How can you determine how much to spend on content? Parrot Analytics’ content valuation system is based on demand data and reveals the dollar value contribution of any title, to any platform, in any region. By understanding “For All Mankind’s” demand and ranking compared to other titles in the genre, companies can estimate potential growth or present value of the show, and make smart investment decisions.
- Demand enables valuing IP globally: What content is most popular in particular markets? "For All Mankind" demonstrated outstanding demand, 12.0 times the audience demand of the average show in Mexico over the last 30 days, and moved up in its rank by 12 spots during December in Mexico. By examining global demand data, executives can identify which territories may have high potential and content strategy that is likely to drive growth in specific regions.
- Demand data powers Parrot Analytics’ content valuation system: How can you quantify the platform-specific marginal revenue contribution and how a title drives engagement across the rest of the catalog? By examining Parrot Analytics’ other dimensions of audience demand like reach (number of people expressing demand) and momentum (pace of the show's growth), executives can examine platform-specific demand, and quantify the potential revenue the show may bring in across multiple platforms.
- Content valuation leverages Parrot Analytics’ demand data: Using demand data, how can they calculate content return-on-investment (ROI) and a TV series' ability to drive subscriptions? With "For All Mankind," executives can compare audience demand in all territories, to compare monetization opportunities worldwide, and understand how the show drives subscriptions and retention.
- Demand is used to assess audience taste clusters: Using "For All Mankind" as an example, executives can observe the insights around what fans of "For All Mankind" like, such as "Loki", "Monarch: Legacy Of Monsters", "Rick and Morty," "Star Trek: Strange New Worlds," and other related titles as a way of understanding their audience tastes when considering other new titles.
- Finally, executives can leverage demand data to examine opportunities for supply and demand. For example, identifying similar content or original content that may have high potential in specific markets, and understanding which new titles may be strategic acquisitions to certain streaming operations or distribution. "For All Mankind" is a prime example of how using demand data, executives are able to go far beyond just measuring popularity, but assessing value and the fulfilment of specific operational and growth goals.
