As a TV executive, you need to make informed decisions on content acquisition and programming that would drive audience engagement and retention, influence platform-specific marginal revenue growth and mitigate churn. This is where demand data analysis comes in to play. Demand data reveals audience interests and sentiments, which helps with content valuation to assess the dollar value contribution of any title to the platform or audience in any region.
For instance, "Gold Rush" in Mexico had 5.3 times the audience demand of the average show over the last 30 days. Only 8.6% of all TV shows have this level of demand. However, its February demand dropped by 20.2% compared to the prior month. Therefore, based on this information, it would be worthwhile for your platform to acquire and broadcast the show for your Mexican audience.
Demand data also allows you to compare a new show's demand potential against that of existing, similar shows. For instance, if you were considering a reality show like "Gold Rush" for acquisition, the show's demand in its genre in Mexico is in the 99.4th percentile, indicating a higher demand compared to 99.4% of reality TV titles in Mexico. Also, examining other shows with a similar audience to "Gold Rush" such as "The Curse Of Oak Island," "Gold Rush: White Water," "MUSIC GOLD RUSH ∞," "NCIS," "Deadliest Catch," "Moonshiners," "Fear The Walking Dead," "The Good Doctor," and "The Rookie," can influence your acquisition decisions positively.
Demand data also helps with decisions concerning supply and demand. By looking at the peak time and sudden or sustained rise in demand for a show like "Gold Rush," through the Parrot Pulse system, you can better forecast the demand for future seasons or even decide to award the show a spin-off. Demand data also enables competitive benchmarking as it allows you to compare the show against other titles available in the market to better position and market the show to the audience.
Demand informs the platform and network fit, allowing TV executives to know which platforms to target for distribution of the show. The demand for "Gold Rush" in the United States, where it originated, was 13.1x the average show demand. Therefore, it would be a good idea to air the show on platforms that have a large viewership in the United States, thus reaching a broader audience.
Holistic analysis of demand data also supports strategic decisions around release strategy, pricing, franchise potential, and whether a show can drive engagement across the rest of the platform's catalog. By leveraging on-demand data, you can determine the value of content to another platform or calculate the return on investment (ROI) that a specific title would bring to your platform. Using demand data can help inform if your platform should commit to an entire show or make more judicious investment decisions on a per-episode basis.
In conclusion, demand data allows TV executives to make informed and data-driven decisions regarding content valuation, content acquisition, distribution, and programming that promotes audience engagement and retention, influences platform-specific marginal revenue growth, and mitigates churn. One show, such as "Gold Rush," can provide insights into the global appeal of a show and is an actionable insight that TV executives can take.
