As a television executive, one may wonder how demand data can help make more informed decisions regarding content acquisition, distribution, programming, and valuation. An excellent example to illustrate the effectiveness of utilizing demand data would be analyzing the performance of the TV series "Fellow Travelers" in the United Kingdom.
Firstly, by scrutinizing the audience demand for the show, one can quantify the value of the show and calculate the revenue contribution it brings to any platform or region. For example, with 12.8 times the audience demand of the average show and demand increasing over the last 30 days, we can see that "Fellow Travelers" has been performing exceptionally well in the United Kingdom. Such information can assist in valuing the worth of an individual show, or an entire catalog, making more informed decisions regarding content financing, investment and monetization, or even help demonstrate the show's ability to drive subscriptions and reduce churn.
Moreover, the analysis of "Fellow Travelers" in the United Kingdom enables content executives to identify opportunities for global expansion through travelability and franchisability analysis. With a good travelability score globally, executives can identify regions with a high demand for their content. Additionally, with okay franchisability, there is potential opportunity to explore how to further monetize the series through spin-offs or franchises.
Furthermore, demand data assists in making programming decisions, such as identifying the best release strategy for the content. For example, with 36.7% increase in audience demand in November 2023, executives can view the spike of growth in demand and discern how to optimize their marketing campaigns for a show's premiere and release, which improves their understanding of if the show is part of the cultural zeitgeist.
Additionally, demand data drives competitive benchmarking analysis, answering questions such as how "Fellow Travelers" performs against other titles in the market, and which titles compete with their content on other streaming platforms. Similarly, in identifying shows that fans of "Fellow Travelers" have expressed demand for, executives could make more informed decisions regarding acquisition of similar content or from the show's producers or showrunners.
Finally, the analysis also allows program executives to understand their audience’s tastes, preferences and interests, by conducting affinity analysis, uncovering taste clusters and mapping audience demand, so they can tailor marketing and content acquisition strategies to suit their specific audience.
Therefore, by utilizing demand data, TV executives can make more informed strategic decisions, such as monetizing their IP, optimizing programming decisions and licensing agreements, target marketing campaigns, and identifying opportunities for content acquisition and expansion.
