As an entertainment executive, using Parrot Analytics' demand data can help with making more informed content, acquisition, distribution, and programming decisions. Let’s take the example of "Yasamayanlar", a Turkish TV show for the month of January 2024 and see how demand data can be leveraged for content strategy.
Firstly, content valuation utilizes demand data to determine a show's economic worth. The demand for "Yasamayanlar" increased by 64.9% during January, and it has 2.5 times the audience demand of an average show in Turkey for the last 30 days. Compared to its demand of 2.4 times the average over the last 90 days, demand for this show has been on the rise recently. Therefore, it can be concluded that the show has a good standing in Turkey, and its value has increased recently.
Demand data also aids in making informed acquisition decisions. By examining the top 10 global markets where "Yasamayanlar" is most in-demand, it can be inferred that the show outperforms the demand of the average TV show in each of these markets. It is interesting to note that, although the show only had a one-season run from 2018-09-06 through 2018-10-18, its demand has not decreased, and it still performs well in Turkey, the show’s global number one market.
Moreover, demand data can be used to make smarter programming decisions. Based on the affinity analysis, fans of "Yasamayanlar" also liked shows like "The Vampire Diaries", "Grey's Anatomy", and "Baby Daddy". These shows are quite different from "Yasamayanlar" in terms of genre and themes. Thus, this finding could help identify potential programming gaps to satisfy the preferences of the current audience.
Additionally, demand data can be useful in identifying untapped markets as the show has yet to prove itself as a travelable program. The total worldwide audience demand is okay, whilst its travelability is poor. A TV executive can use this insight to invest resources in promoting the show outside of Turkey and other markets that are already showing interest.
Lastly, the competitive benchmarking function of demand data has allowed "Yasamayanlar" to be pitted against other TV shows in terms of its pulse. The pulse measures the global performance of a show across six different dimensions: audience demand, travelability, longevity, momentum, franchisability, and reach. "Yasamayanlar" has a poor franchisability and reach with decent scores in the remaining dimensions. These measures can be useful while planning the show's future and identifying similar TV shows that share these characteristics.
In conclusion, using demand data, entertainment executives can make smarter content, acquisition, distribution, and programming decisions. "Yasamayanlar" serves as an example of how a TV show can outperform the average TV show in a market like Turkey and how demands for shows can increase and shows can still stand out even after its season has ended. TV executives should leverage Parrot Analytics' demand data to increase their show’s value, identify new audiences, and build a more intelligent programming lineup.
