Demand data is a crucial tool for decision-makers in the entertainment industry as it enables strategic content-related and distribution decisions. Parrot Analytics' content valuation system is primarily based on the demand data of a particular program. "City on a Hill" is an excellent example of how demand data can be used to make informed content-related choices. In the United Kingdom, the show has 4.1 times the audience demand as compared to the average show over the last 30 days. The show has a percentile rank of 95.7% in the Drama genre, which means that it has higher demand than 95.7% of all Drama titles in the UK.
The first step in using demand data to make informed content decisions is to examine the performance of a particular program, as shown by examining "City on a Hill." With a steady increase in demand over the last 30 days, the show has been gaining popularity. The show's peak rank in the UK was number 811, moving up 201 spots in March, indicating an increase in demand. Decision-makers can use demand data to evaluate the show's performance in the UK, particularly for program acquisitions related to specific markets in which the series will perform exceptionally well, as in the case of "City on a Hill" in the UK.
The Parrot Pulse provides additional insights into the global performance of a show across six dimensions, including worldwide audience demand, travelability, and franchisability. The show has good worldwide demand across all platforms, but its travelability is only okay. This data can inform decisions about the potential for global expansion of the show.
Demand data also assists in developing a program that caters to the audience's preferences, as seen in the audience's interest in shows like "The Rookie," "NCIS: Los Angeles," and "Evil." The show's demand growth in late March can indicate a specific interaction with events or audience preferences and can inform future content decisions. Decision-makers can use demand data to tailor programs to audience preferences to meet their needs better.
Longevity, momentum, franchisability, and reach are additional dimensions that aid in determining the show's potential success. "City On A Hill" has good longevity, indicating that the program maintains its popularity over time. Momentum is also good, indicating that the show is gaining popularity or is already popular globally. Franchisability is okay, indicating that a program can be developed as a spin-off or franchise. In addition, since the show has good reach (the number of people expressing demand for the show), it has the potential to attract new subscribers to the platform.
Comparing the show's performance on a 1-year rolling basis to the last 30 days can provide valuable insight into whether the changes in demand for a specific program are stable or increase in short-term periods. In the case of "City on a Hill," the show's performance peaked in the last 30 days, indicating an increase in popularity in the UK and beyond.
In addition, examining the global markets where the show is in high demand allows producers to determine which international markets might be good examples for the show's future expansion. Overall, using demand data, as exemplified by the case of "City on a Hill," can inform every aspect of a program's lifecycle from development through distribution and international expansion.
