As a TV executive, understanding audience demand is integral to making informed content acquisition, distribution, or programming decisions. The performance of “CSI: Miami” in December 2023 in the United Kingdom provides an opportunity to demonstrate how demand data can be used to make informed decisions.
Content valuation uses demand data to determine the value of a title. Parrot Analytics has a content valuation system that reveals the dollar value contribution of any title to any platform, in any region. Using demand data, it is possible to estimate a title’s ability to drive subscribers and mitigate churn, the baseline value of a title, and the value of exclusivity. Therefore, considering the value of “CSI: Miami,” its demand, and the trends in its demand can provide insights on content valuation.
Demand enables content valuation by answering questions such as: how much a series is worth, the value of a content library to a platform over time, and the ROI that a particular title will bring for any given platform. In the case of “CSI: Miami”, its demand in the United Kingdom over the past 30 days was 4.7 times higher than the average show. This demand value increased compared to the demand it recorded over the past 90 days. Hence, the increase in demand can be considered for assessing the show's content valuation.
Furthermore, a look into the top 10 global markets for the show provides context for its global popularity. The show generated outstanding demand in its country of origin, the United States. Its travelability indicates that it is popular outside its home market, and thus the potential for international success. The demand in other countries such as France, Italy, Germany, the Netherlands, and Sweden being good can be used to evaluate further content acquisition, programming, or distribution decisions in these regions.
Additionally, demand data informs decisions around programming, content acquisition, and distribution. In the case of “CSI: Miami,” the show's rank dropped 153 spots in December in the United Kingdom. Nevertheless, it remains at the 96.5th percentile for the drama genre, indicating that it is still a highly demanded show. Understanding where the demand comes from and which shows its fans prefer (i.e., “CSI: Crime Scene Investigation,” “CSI: NY,” etc.) can inform a strategic programming decision.
Demand data helps SVOD/Streaming platforms, TV production companies, and precise pay-TV networks in subscriber retention, subscriber acquisition, marketing strategies, and affinity analyses, among others. Furthermore, demand data can help identify opportunities in the IP franchise, promotions and releases, supply and demand, and competitive benchmarking.
In conclusion, by utilizing demand data, entertainment industry players can make more informed decisions about content valuation, acquisitions, distribution, and programming. The case of “CSI: Miami” in the United Kingdom showcases how the various dimensions of demand (i.e., reach, travelability, longevity, momentum, franchisability, and the Parrot Pulse) can be examined to yield valuable insights for decision making.
