As an entertainment executive, you can use demand data to inform your content, acquisition, distribution, and programming decisions. Demand data can offer insights into the global popularity of a title, provide a measure of audience engagement, and help predict future performance.
Let's take the example of "Unplugged," a classic MTV series that features artists performing acoustic versions of some of their biggest hits. With 2.3 times the audience demand of the average show in Turkey over the last 30 days, demand for "Unplugged" is good. Comparing its demand of 3.0 times the average over the last 90 days, demand for this show has been decreasing recently. Using demand data can provide a valuable metric when considering content valuation. The Parrot Analytics content valuation system, based on demand data, can reveal the dollar value contribution of any title, to any platform, in any region.
Understanding the show's popularity allows us to make informed content decisions. For instance, the show has higher demand than 99.6% of all documentary titles in Turkey, indicating a preference for the genre among audiences. Additionally, its peak rank for January in Turkey was at #467. Its travelability is also outstanding, meaning it has the potential to be globally successful. Lastly, demand for the series spiked in late January 2024 for Turkey, which can inform decision making when scheduling or promoting the show.
When considering acquisition decisions, demand data provides information about the content's franchisability and its global appeal. For instance, "Unplugged" was most in-demand in the United States and Switzerland, with outstanding audience demand exceptionally high in each country. It's Chile, Argentina, Austria, Germany, Mexico, Denmark, and Ireland that complete the top 10 markets, and in each location, "Unplugged" exceeds the demand of the average TV show.
Demand data can also help inform distribution decisions. An understanding of the show's momentum can indicate the speed of growth and the pace of interest from audiences worldwide. Its high reach, a measure of the number of people expressing demand for a show, along with its low levels of churn, would suggest a great opportunity to distribute "Unplugged" more broadly to attract more subscribers to an SVOD service. For programmers, examining the demand clusters around the audience can provide insights into programming slots, networks, local language adaptation, or content customizations.
In conclusion, demand data can provide valuable insights to aid executives in making informed content, acquisition, distribution, and programming decisions. The use of data-driven insights in decision-making can help maximize engagement, audience acquisition, and retention, ultimately driving greater revenue for entertainment companies.
