For entertainment executives, using demand data from platforms like Parrot Analytics can greatly inform content-related decisions. The analysis of "Gotham" for January 2024 in the United Kingdom highlights various ways in which demand data can be utilized.
Firstly, content valuation can be based on demand data. By assessing the demand for a show through time and across regions, executives can determine how much a series is worth, its value to a platform, and its potential ROI. For example, "Gotham" has 5.6 times the audience demand of the average show in the UK, putting it in the top 8.6% of all TV shows. This information can be used to justify its value to any network or streaming platform.
Demand data can also inform acquisition or distribution decisions. Knowing the most in-demand content helps executives know what shows to buy or create, as well as determining what regions to distribute them. For instance, through the top 10 global markets of "Gotham," it is evident that the show outperforms the demand of the average TV show in each market, with the United States having the highest demand at 8.8x the average. This suggests that acquiring or distributing this show in these markets could yield a high return.
Demand data can also inform programming decisions. Through analyzing the demand data for a show, executives can learn what genres are resonating with audiences, what other shows the audience of a particular series likes, and what elements keep fans hooked. For "Gotham," it is seen that audience demand increased for the show in the UK by 41.6% in January 2024, and that fans of "The Last of Us," "The Simpsons," "The Lord of the Rings: The Rings of Power," "Criminal Minds," "The Good Doctor," and other shows also like "Gotham." This information could be used to program shows that cater to this audience and preferences for the specific network or streaming service.
Furthermore, demand data can inform decisions around subscriber acquisition and retention. Executives can use insights from demand data to help decide what titles to buy to attract new subscribers, and what existing shows to keep on their platform to retain viewers. As seen with "Gotham," it has higher demand than 97.1% of all drama titles in the UK for January 2024 and has exceptional longevity, which suggests that keeping it on a platform could help retain viewers.
Finally, demand data can help with competitive benchmarking. Through analyzing the performance of a show relative to the average TV show in the market or genre, executives can make informed decisions on how to position their content. For "Gotham," it was seen that the show achieves outstanding audience demand in all the top 10 global markets where it is most in-demand over the last 30 days, indicating that it performs significantly better than the average show. This information can be used to showcase the performance of a company's content against other titles available on the market.
In conclusion, demand data can inform various decisions made by entertainment executives on the acquisition, distribution, programming, and retention of content. Through analyzing this data, executives can make informed decisions to attract and retain viewers, increase revenue, and maintain their platform's competitive edge.
