As an entertainment executive in charge of making content, acquisition, distribution, or programming decisions, understanding audience demand is a key factor in your decision-making process. Demand data reveals how much audience engagement a title or series is receiving relative to the average performance of other titles across a specific market. Using this data, you can make informed decisions and start unbundling the content value on any streaming service.
For instance, let's take the example of "Obi-wan Kenobi" and how Parrot Analytics demand data can be used to make strategic content decisions. For the month of October 2023, the show achieved outstanding audience demand in Russia, surpassing the average show by 13.2 times over the last 30 days. The show fits under the "action" genre, and it ranks at the 98.8th percentile in the genre, indicating that it has a higher demand than 98.8% of all action titles in Russia. Understanding the demographics and preferences of your audience can help you make decisions on what kind of content to produce or acquire.
You can also use demand data to determine how much a show is worth and make informed content valuation decisions. Using Parrot Analytics' content valuation system powered by global content demand and supply, you can reveal the dollar value contribution of any title to any platform, in any region. By assessing a show's ability to drive subscriptions and mitigate churn, you can determine the ROI for a specific title, which can guide you on how much to spend on content acquisition or production. For instance, you can evaluate how much "Obi-wan Kenobi" is worth to another streaming platform based on its recent performance in Russia, which has been exceptional.
Demand data also informs content acquisition decisions. As an executive looking for new content, you can leverage the demand of shows that fans of "Obi-wan Kenobi" also like, such as "The Book Of Boba Fett," "Andor," "House Of The Dragon," and others. By examining trends in audience demand, Parrot Analytics data can help you discover opportunities to acquire or produce content that has the potential to exhibit high demand in your target markets.
Demand data can also support distribution decisions. By mapping local whitespaces, which represent the most popular genres in specific markets, you can determine which titles are more relevant to specific markets and plan for an optimal release strategy and pricing. For instance, for "Obi-wan Kenobi" we found that it performed exceptionally well in Bulgaria, the United Kingdom, Netherlands, Canada, Poland, Israel, and Germany. Understanding the global performance of a show on a 1-year rolling basis can also help you determine whether it has the potential to support global SVOD expansion based on its demand in different markets.
Finally, demand data is crucial in programming decisions. Using an affinity analysis, which identifies the best talent or brand to partner with, you can expand the audience for a show and attract new subscribers to your SVOD service. Understanding the performance of "Obi-wan Kenobi" on a 1-year rolling basis, as well as its recent trajectory, can help you determine whether it is a sustainable title for acquisition or production in the long run or whether there are under-monetized titles that are growing in demand that are worth considering.
In conclusion, demand data empowers entertainment executives to make data-driven content, acquisition, distribution, and programming decisions. As illustrated with the example of "Obi-wan Kenobi," understanding audience demand can help you make more informed decisions about what to produce or acquire, what markets to target, and how to optimize your content release strategy and marketing campaigns for maximum audience engagement. Additionally, valuation, travelability, momentum, longevity, franchisability, and reach can provide comprehensive insight into the potential and performance of a title or series within different markets.
