As an entertainment executive, understanding how to utilize demand data in making content decisions is crucial to creating successful programming. Examining the performance of "Babylon 5" in the United Kingdom during November 2023 is an excellent way to showcase the value of demand data in content decisions.
Content Valuation:
To evaluate content value, entertainment executives can use demand data to answer specific questions. For instance, executives can use data to determine the demand value of a TV series, estimate cannibalization of viewership if a title is available on multiple streaming services, and assess the value of exclusivity. Using Parrot Analytics’ content valuation system, executives can calculate the ROI a specific title will bring on the platform, assess a TV series' ability to drive subscriptions and mitigate churn.
Genre Analysis:
Demand data also helps executives to map out and track audience preferences and how they evolve over time. In the case of "Babylon 5," whose audience in the UK is predominantly interested in the sci-fi genre, this audience preference is consistent with their interest in the shows "Star Trek: Strange New Worlds," "Loki," and "The Mandalorian." Analyzing "Babylon 5" and its similar content can give easy access to genres that have high demand and will attract more significant audiences.
Travelability and Demand:
The travelability dimension of a series measures a show's international demand compared to its home market. "Babylon 5" has a good travelability rating due to its high demand in countries like Russia and Netherlands. Compared to its demand in the US, which is higher by 59%, the show's travelability is unexceptional. Understanding a show's travelability and how it relates to its audience demand is essential for executives looking to leverage a show in an international market.
Momentum, Longevity, and Reach:
Momentum measures the pace of growth of a show, while longevity measures how well the demand is maintained over time. Both measurements for "Babylon 5" in November are considered "okay" and "outstanding," respectively. This means that there was a significant increase in demand during November. Furthermore, the show has been continually in demand over time, which can make it safer for executives to invest in the series. Finally, the show's reach (the number of people expressing demand for a show) is good, meaning that the show has a wide reach in terms of its audience.
Comparative analysis:
A comparative analysis of the show's performance over the last thirty days compared to a 1-year rolling basis reveals interesting insights, indicating that its popularity has increased during the past thirty days. This increased popularity is an essential factor for executives to notice, particularly if there is a need to invest more in the series.
Conclusively, "Babylon 5" deserves the attention of entertainment executives because of its good audience demand in different global regions. Using Parrot Analytics' demand data, executives can determine how much the title is worth, assess the impact of the show on subscriptions and churn, determine where to acquire and distribute the series more efficiently, and know much more about its audience preferences. Demand data is essential for key decision-making processes and democratizes the understanding of audience needs and preferences.
