As an entertainment executive, it is important to make informed decisions about content acquisition and distribution to ensure maximum viewer engagement. Demand data, such as the data for "Criminal Minds" in the United Kingdom last November, can be an instrumental tool in making these decisions.
Demand data can be used for content valuation to determine how much a title is worth, how much of its value is driven by demand for its stars, and how it drives engagement across the rest of the catalog. For instance, the level of demand for "Criminal Minds" is outstanding, with 15.2 times the audience demand of the average show in the UK over the last 30 days. This can help predict the ROI a specific title will bring for any given platform and can provide insight into a TV series' ability to drive subscriptions and retain users.
By assessing the show's demand data, executives can also determine where the show has the most potential for performance. For example, "Criminal Minds" has a higher demand than 99.7% of all mystery titles in the UK, indicating it is a popular show in that genre. Executives can also analyze the audience's engagement with similar content by examining the top 10 global markets where "Criminal Minds" is most in-demand. This data can help identify opportunities for international distribution, adjust the pricing for a title by comparing similar content price points, and explore potential markets for content distribution.
Furthermore, demand data can be leveraged to understand the show's overall performance in the market. For instance, the Parrot Pulse for "Criminal Minds" provides an independent measure of its global performance across six dimensions, including travelability, momentum, longevity, franchisability, and reach. By comparing the show's performance on a 1-year rolling basis versus the last 30 days, it is possible to gain insight into the show's current popularity as well as its long-term performance. In the case of "Criminal Minds," the show's popularity increased by 23.7% in the last 30 days, indicating that it might be an excellent time to capitalize on it by marketing reruns or creating spin-offs to build a fanbase.
Demand data can also inform important decisions concerning the production process. For instance, using demand insights, entertainment executives can optimize their marketing campaigns ahead of premieres and assess bottom-line figures by quantifying the platform-specific marginal revenue contribution, which helps determine whether a given platform is worth the investment. Additionally, understanding the show's global appeal can help producers select content to develop into franchises or spin-offs.
To conclude, demand data is an essential element in content decision-making. The data can answer questions like, "How much is this title worth to another streaming platform?" and "What types of content exhibit an opportunity to acquire or produce?" By leveraging insights from the show "Criminal Minds" in the UK last November, executives can make better-informed decisions about content acquisition, distribution, and production, resulting in significant gains in engagement across the audience.
