If you are a TV executive, you can leverage demand data to make decisions about content acquisition, distribution, and programming. Using the recently popular show "Unplugged" in Mexico as an example, let's explore the ways in which demand data could be used to make more informed content decisions:
Content Valuation:
- As a TV executive, you might be wondering how much the hit music show "Unplugged" is worth in Mexico. Demand data offers a way to evaluate content and the value it brings to the table. You can use demand data to calculate the dollar value contribution of any title you are interested in acquiring, producing, or distributing. In the case of "Unplugged," its demand is currently 11.7 times higher than the average show in Mexico, indicating high value. You can calculate the ROI of the series on any platform by using demand data.
- You may also want to determine how much of "Unplugged's" value is being driven by demand for its celebrity guests. Using demand data to gauge how the value of the show has changed over time based on the guests might provide you with helpful insights.
- Demand data empowers you to assess the potential cannibalization of audiences when a title is available on multiple platforms, estimate the value of content exclusivity and prevent erosion of exclusive content value.
Audience Informed Decisions:
- By using demand data insights, you can get a better idea of what content is most popular in your local market or on a global scale. For example, "Unplugged" has obtained outstanding demand not only in Mexico but also in other markets worldwide like the U.S and Argentina.
- Understanding the affinity clusters for your current audience can also help you make more informed decisions about concept testing. For example, you could use demand data to determine which elements of the show Mexican fans like the most and optimize upcoming productions for success.
- Similarly, demand can help you understand what types of content your audience wants to see more of. By analyzing audience demand for different genres, you might gain insights into what kind of content you may want to focus on to attract new subscribers to your SVOD service.
Marketing Strategy:
- By using demand data, you can assess a TV series' ability to drive subscriptions by gauge its audience acquisition and retention power. For instance, by analyzing the audience demand for Unplugged over time, you can determine how effective the current marketing campaign has been.
- By mapping local white spaces, you can get insights on the most popular genres in your market. For instance, if the demand for Unplugged is driven by young audiences in Mexico, you might want to advertise in areas where these audiences are particularly active.
Optimal Content Release Strategy
- Using demand data, you can create an optimal release strategy and pricing for upcoming productions by understanding how the show's demand changes over time based on its release schedule. In the case of "Unplugged," demand spiked dramatically in late October, meaning that releasing a new episode of the show around that time may be optimal.
In conclusion, the power of demand data gives TV executives the ability to make informed decisions about a range of content-related decisions, including content acquisition, distribution, programming, and marketing. By analyzing demand data, analyzing trends of audience retention and acquisition, assessing cannibalization of audiences, and optimizing marketing strategies, executives can ensure their content resonates with viewers in meaningful and lasting ways, growing and retaining audience numbers in a crowded marketplace.
