In the highly competitive entertainment industry, it is crucial for content executives to make informed decisions about programming, content acquisition, and distribution. Demand data is becoming an indispensable tool for making these decisions. The recent analysis of Turkish TV series "Merhamet" provides actionable insights that can guide executives in making informed decisions that align with their strategies.
One of the key insights from this analysis is that "Merhamet" has good audience demand, with 4.0 times the audience demand of the average show in Turkey over the last 30 days. This means that it is above the 90th percentile of all shows in Turkey, and is one of the most in-demand shows in the romance genre in the country, ranking at the 98.0th percentile. This high audience demand could increase its valuation and justify an increase in its budget. It also indicates that "Merhamet" has the potential to drive subscription growth, reduce churn, and acquisition of new customers in an SVOD service's portfolio of Turkish content.
However, the analysis also shows that the show has poor Longevity and Momentum. This could create a challenge for the future commercial success of the show, though a targeted marketing campaign aimed at the romance-loving audience could potentially increase demand. Additionally, its reach is currently poor, indicating that it might not be the best choice for acquiring new audiences for a streaming service at the moment until the show has built a strong following. If a long-term strategy is in place for the show, it may be worth waiting to monitor audience growth, particularly considering its good performance in Turkey.
Moreover, understanding the show's travelability is essential for expanding its presence globally and sustaining demand. Unfortunately, this analysis indicates that "Merhamet" has a poor global travelability, meaning that its demand is weak outside of its home market in Turkey. Based on this insight, it would be wise to concentrate advertising efforts and any future acquisitions on markets where similar titles have outperformed. For instance, "Merhamet" has decent demand in Albania, which could signal a potential entry point for expansion or advertising.
Finally, comparing the show's demand data for the last 30 days with its one-year rolling average reveals that its performance has recently improved. This increased demand could indicate a resurgence in popularity or it might be due to a new marketing campaign. Such information is crucial in making programming decisions like whether to invest in a new season of the show that could increase the show's momentum and longevity.
In conclusion, the analysis of "Merhamet" provides a clear example of how demand data can inform and shape content executives' decisions and strategies. Parrot Analytics demand data can be used to determine content valuation, understand the popularity of a show within a specific market or globally, benchmark against competitors, optimize release strategies, identify under-monetized properties, and determine areas of opportunity for further investment or expansion. At the end of the day, it's all about using insight to mitigate risk and maximize ROI for individual productions and catalogs as a whole.
