As an entertainment executive, the global audience demand for shows is a metric that can impact content, acquisition, distribution, and programming decisions. In this regard, we can use the example of MTV’s "Unplugged.” The demand data of the show tells us about its popularity, audience preferences, market trends, reach, and potential.
Firstly, the show has 12.1 times the audience demand of the average show in Mexico over the last 30 days, which reveals its outstanding popularity. This data emphasizes that the show has higher demand than 2.7% of all TV shows in Mexico. Moreover, comparing the performance of "Unplugged" on a 1-year rolling basis versus the last 30 days, we find that its demand has increased, which indicates its increasing popularity.
Secondly, by analyzing the show's demand on a global scale, we can understand its audience preferences and reach. During December, the show's audience demand for Mexico decreased by 12.1%, which could be related to seasonal viewing patterns. Nevertheless, the show maintains outstanding audience demand across all platforms and markets. The United States is "Unplugged" number one market globally, with the show achieving an outstanding audience demand of 12.7x. Meanwhile, in Chile, demand is also outstanding, and the show has higher demand than the average TV show in each of the top 10 global markets. Therefore, the take away is that content executives can use demand data to identify what type(s) of content exhibit opportunities to acquire, or produce content.
The show has incredible longevity, even though it ended on December 16, 2021, after a successful 32 seasons run. "Unplugged has exceptional momentum, and it has outstanding franchisability for spin-offs or franchises. The Parrot Pulse for "Unplugged" provides an independent measure of its global performance across six dimensions. Thus, executives can use this metric to monitor their title's audience demand, travelability (international demand), momentum, franchisability, longevity, and outreach.
Lastly, understanding the popularity of a show can inform content valuation decisions. Demand data is the currency used to measure the popularity of a TV show. With this data at their disposal, entertainment executives can estimate the value of content globally and within specific markets. Therefore, understanding the popularity of a show can help executives make informed decisions about procurement, distribution, programming schedules, and more.
