For OTT and SVOD platforms, understanding audience demand for a particular TV series can be incredibly useful in making acquisition and programming decisions, as well as optimizing content distribution and pricing strategy. Using the example of "Family Secrets," produced in Turkey, let’s see how demand data can impact their decision making process.
Demand data helps determine the value of content. Parrot Analytics’ content valuation system is based on demand data and provides insights on a show’s dollar contribution to a platform, including region-specific audience demand and how it drives engagement across the rest of the catalog. Based on the exceptional performance of "Family Secrets" with 22.1 times the demand of the average show in Turkey over the last 30 days, its content valuation is expected to be high compared to other titles in the same genre.
Demand data also helps with programming decisions for linear and pay TV networks, as well as content distribution decisions for TV production companies and content distributors. For instance, with "Family Secrets" ranking in the 99.9th percentile for drama genre in Turkey, these companies may be interested in acquiring and distributing this show to their audiences.
Demand data can also inform the acquisition decisions of entertainment talent agencies. As we can see, demand for "Family Secrets" has been increasing recently, reaching its peak rank of #6 in October. This can give talent agencies insights on the rising popularity of certain TV shows to explore opportunities for partnerships, brand deals, or talent representation.
Demand data can also be used to inform subscriber acquisition and retention decisions by OTT and SVOD platforms. Platforms can consider purchasing the rights to TV series that attract new subscribers in the global market, as Fan of "Family Secrets" is spread across different markets like Cyprus, Albania, Germany, North Macedonia, Bulgaria, Spain, USA and Brazil. Conversely, platforms can also invest in content that satisfies and retains current subscribers, using top-performing TV series as reference points.
Finally, demand data can also help with marketing and promotion strategies for upcoming TV series and current ones. Based on the spike in demand in late October 2023 for "Family Secrets" in Turkey, content creators can capitalize on the popularity of this TV series and promote its future episodes, upcoming seasons, and spin-offs. They can also optimize their pre-release marketing using demand data to tailor their promotions to the targeted audience.
In conclusion, leveraging demand data can give entertainment executives valuable insights into their audiences' preferences and behaviors, and help them make informed decisions on content acquisition, programming, distribution, and marketing. As seen with "Family Secrets," its exceptional audience demand in Turkey is an indicator of its high content value and popularity, making it a valuable addition to any entertainment platform or TV network.
