For OTT platforms, a major concern is content valuation, and demand data can be a helpful tool in making informed decisions on content valuation. As we can see from the analysis conducted on "Being Human," demand data can be used to determine the dollar value contribution of any title to any platform in any region, allowing executives to determine how much to spend on content.
In the case of "Being Human," it has a demand that is 2.5 times the average show in the United Kingdom, indicating that this show has a good demand in the region. Its global performance is also good, according to the Parrot Pulse, with good worldwide audience demand and good longevity maintained over time. This data shows that "Being Human" could be a valuable asset for any SVOD platform or linear network.
Further, executives can use demand data to inform programming decisions, such as the best release strategy for a title, and to determine whether a show is driving engagement in their catalog and effectively contributing to subscriber acquisition or retention. Demand data would also help executives in deciding which titles should be acquired to attract new subscribers or keep current audiences happy.
Additionally, demand data provides knowledge on who the show's fans are, what their tastes are, and which similar shows they are interested in viewing. Knowing this, not only helps in making informed acquisition decisions but also could afford the opportunity to micro-target campaigns for talent and brands that are most likely to attract new and desirable subscribers.
Finally, from the analysis on "Being Human," executives can also determine opportunities to expand internationally, knowing which markets have the most demand and where the show could travel. This analysis demonstrates that demand data can help executives in their content, acquisition, distribution, and programming decisions, providing insight into show performance, growth in popularity, and the potential for monetization through franchisability.
