As entertainment executives, one of the key questions we need to answer is, how can we make more informed decisions about content acquisition, programming and distribution? One way to answer this question is by using demand data. In this article, we’ll discuss how Parrot Analytics' global demand data can be used to help entertainment industry professionals make more informed decisions about the content they produce, acquire, distribute, or program.
Taking the example of “Supernatural” in Turkey, we can see how demand data can be used to assess the popularity of the show in the country and how it appeals to the audience. According to the analysis, “Supernatural” had 7.9 times the audience demand of the average show in Turkey over the last 30 days. Only 8.6% of all TV shows had this level of demand, which indicates that the show is doing well. Furthermore, we can compare its demand of 6.6 times the average over the last 90 days, which shows a recent increase in popularity.
Executives can use this data to make more informed decisions about content valuation by computing the dollar value contribution of any title to any platform in any region. With demand data, executives can also determine how much to spend on content by quantifying the platform-specific marginal revenue contribution and how a title drives engagement across the rest of the catalog.
Understanding audience demand can also help executives make more informed acquisition decisions. By analyzing the show’s viewership in comparison to other content in the market, it helps executives understand what type of content shows the greatest potential for acquisition and production. In this case, similar shows to “Supernatural” have high demand in Turkey, such as “Game Of Thrones,” “The Mandalorian,” and “The Walking Dead.”
Demand data provides a wealth of information that helps executives make informed decisions on content distribution. The data can help in deciding which market(s) to target for distribution, determining the popularity of content in various markets, and assessing the franchisability of a particular IP. In the case of “Supernatural” in Turkey, we see that the show ranks exceptionally well in the mystery genre in Turkey, having higher demand than 99.7% of all mystery titles in Turkey. The show also had a 53.9% increase in audience demand during December, which indicates the growing popularity of the show in the country.
Demand data also allows executives to make better programming decisions. By quantifying taste clusters and calculating the ROI a specific title will bring to a platform, using demand data to assess a TV series' ability to drive subscriptions and mitigate churn, executives can make more informed programming decisions, not just in relation to a specific show but also to the entire catalog of content.
In summary, entertainment executives can use demand data to understand the popularity of their content and make informed decisions on content valuation, acquisition, distribution, and programming. By using Parrot Analytics' global demand data, executives can get a comprehensive understanding of what type of content is most popular in their target market(s), decide which new shows to greenlight, find new opportunity markets for content distribution, and identify under-monetized titles. Using Parrot Analytics demand data, TV executives can create a more competitive and successful entertainment enterprise.
