As an executive in the TV industry, you understand that making informed content decisions is essential to stay competitive in the market. This is where demand data can help. For example, if we take the case of "Ted Lasso," we can see how demand data can be used to make more informed decisions regarding content, acquisition, distribution, or programming decisions.
First, demand enables us to understand the value of a title in a specific market, and this can be helpful in content valuation. For instance, in Mexico, demand for "Ted Lasso" is outstanding. With exceptional 10.1 times the average show demand in Mexico over the last 30 days, only 2.7% of the TV shows have this level of demand. By using Parrot Analytics' content valuation system, we can determine the dollar value contribution of "Ted Lasso" to a platform or network in Mexico or other markets, which can inform important content and acquisition decisions.
Demand data also powers the understanding of the audience's preferences, helping in content creation, acquisition, or production decisions. By looking at the other shows that fans of "Ted Lasso" prefer, such as "The Last of Us," "What We Do in the Shadows," and "Foundation," executives can make informed decisions about which content to acquire or create. Understanding this information can guide the decision-making process on what type of content an SVOD service should acquire or produce.
Demand data can inform strategic distribution decisions. For example, understanding the global demand of "Ted Lasso" and its travelability can inform decisions on which markets to prioritize for distribution or acquisition. For instance, although "Ted Lasso" is originally from the United States, its demand in Mexico is 31% of its demand in the US. This information can guide a distributor on which market will yield the most revenue for a particular title.
Additionally, the ability to assess a TV series' ability to drive subscriptions and mitigate churn, through the use of demand data, can inform both acquisition and programming decisions. By identifying titles that can help grow the audience or retain existing subscribers, executives can make programming decisions that effectively drive value for their platform. In the case of "Ted Lasso," the show's exceptionally high demand in the United States can indicate its potential to drive subscriptions and mitigate churn for an SVOD platform in the US.
In conclusion, demand data is a powerful tool that executives in the TV industry can leverage to make informed content, acquisition, distribution, and programming decisions. By analyzing the recent performance of "Ted Lasso" in Mexico, we have demonstrated how demand data can be used to guide decision-making throughout the entire content ecosystem, including content valuation, content acquisition, and distribution. With increased understanding of audience preferences, SVOD platforms, linear networks, and other players in the TV space can make profitable and informed strategic decisions that maximize value and minimize risk.
