In today's highly competitive TV landscape, demand data can be a powerful tool for entertainment executives to make well-informed decisions on content evaluation, decision making, distribution, programming, and acquisition. It can provide TV franchises and content owners with a window into global audience preferences and can make sensing audiences' changing tastes more granular than ever before. Holistically seen as an economic value system powered by global content demand and supply, demand data can have substantial usefulness in driving strategic decision-making.
For instance, take the example of "Dr. Death," which is an anthology series where each series follows a new medical true crime story. According to Parrot Analytics' recent analysis for this show in the United Kingdom for the month of December 2023, "Dr. Death" has 3.3 times the audience demand of the average show in the United Kingdom over the last 30 days. This means that "Dr. Death" is very in-demand, with only 8.6% of all TV shows possessing this level of demand. Additionally, compared to its demand of 1.6 times the average over the last 90 days, demand for this show has been increasing recently.
The demand data for this show also informs us that its rank in the United Kingdom increased by 236 spots during December and has a 94.9th percentile ranking in the drama genre. Interestingly, the show's fans also like other shows such as "For All Mankind," "Fargo," "Big Brother (US)," "Rick and Morty," among others. In this way, demand data helps executives understand the preferences of audiences and develop a strategic acquisition or programming strategy.
Moreover, demand data does not only operate on a domestic level but also on a global scale. With the Parrot Pulse, a six-dimensional measure of global performance, executives can evaluate a title's worldwide audience demand across all platforms, travelability (international demand relative to its home market), longevity (how well audience demand is maintained over time), momentum (the pace of growth), franchisability (spin-off potential), and reach (the number of people expressing demand for a show).
For "Dr. Death," the demand in the United Kingdom has increased by 25.1% over the last month, and its global performance across the six dimensions shows that the show has good audience demand across platforms and the pace of growth is outstanding. However, its spin-off potential is poor, and its reach is just okay. To continue to grow, TV executives may consider expanding the show's reach, creating spin-offs to increase popularity, or finding talent with a similar fan base to increase its reach.
Furthermore, by comparing the performance of "Dr. Death" on a 1-year rolling basis vs the last 30 days, executives can discern growing trends over time. Specifically, although its peak demand was 7.0 times the average over the course of an entire year, it peaked at 7.4 times the average in the last 30 days - this is a 5.6% increase. Moreover, the show's average demand on a rolling year basis was 1.1 times the average title compared to 3.3 times the average title over the last month. This indicates this show's increased popularity.
Overall, demand data helps entertainment executives make informed decisions about content valuation, acquisition, distribution, and programming decisions. Holistically seen as an economic value system powered by global content demand and supply, demand data provides executives with useful insights to make strategic decisions. The data for "Dr. Death" in the United Kingdom over the last 30 days demonstrates the power of demand data in providing insights into audience preferences, and it can be used to make evidence-based decisions regarding a show's value over time.
