For executives working in the entertainment industry, audience demand data can play a crucial role in making informed decisions about content acquisition and distribution. The case of "Silo" in New Zealand demonstrates how demand data can help executives make more informed programming decisions, brand partnerships, merchandising opportunities, and international expansion into new markets.
Firstly, audience demand data can help executives assess the value of a TV series by revealing the dollar value contribution of any content to any platform in any region. It is important to note that "Silo" has a demand that is 11.1 times the audience demand of the average show in New Zealand over the last 30 days. This information can help executives know how much to spend on content. Through demand data, executives can estimate the revenue contribution of a specific title, evaluate if the title can drive subscriptions and mitigate churn, or determine the ROI a title can bring to any given platform. Furthermore, they can use demand data to assess the value of exclusivity and determine how much content is worth to a streaming platform.
Secondly, demand data affords executives the opportunity to identify the demographics of viewership and viewers' preferences to make informed targeting decisions. By understanding the taste clusters of the audience, executives can discover the most popular genres in their local market and focus on producing or acquiring such content. For instance, narrowing down on the texts which have elements of dystopia fiction while drawing on elements like the ones found in "Silo".
Thirdly, by using demand data, executives can optimize the release strategy and pricing for content. In the case of "Silo", demand for the show spiked in late August 2023, which shows that executives could capitalize on this rise in demand by using this data to adjust the timing and manner of its release and pricing decisions.
Fourthly, analyzing audience demand data can aid in subscriber acquisition and retention. For instance, executives can know which titles they should buy if they want to grow their audience or keep their current audience happy. Knowing that fans of "Silo" also like "Star Trek: Strange New Worlds," "The Mandalorian," and "The Witcher," executives can make informed decisions about acquiring or creating content and extend the tantalizing prospects the show generates to spin-offs or franchise development.
Finally, audience demand data can help with decision-making regarding distribution and content monetization. For example, executives can know which platforms to target for the distribution of content. In the case of "Silo," with outstanding global performance, exceptional longevity, and franchisability, its demand data can inform decisions regarding the deployment of the show into new markets or formats that capitalize on this performance.
In conclusion, demand data provides valuable insights that executives from different sectors of the entertainment industry can leverage to make informed programming, acquisition, and distribution decisions. The analysis of "Silo" in New Zealand shows that content valuation based on demand is essential and can optimize programming, highlighting the most popular genres, optimizing release strategy and pricing, improving subscriber acquisition and retention, and identifying new markets and formats for monetization.
