If you are an entertainment executive looking to make informed content, acquisition, distribution, or programming decisions, demand data can be a powerful tool to guide your strategies. To demonstrate the usefulness of demand data, let us analyze "Harry Potter 20th Anniversary: Return To Hogwarts" for the month of December 2023 in the United Kingdom.
Demand data can be an essential source of information to value content in terms of audience engagement. By leveraging demand data, you can determine how much a series is worth, the dollar value contribution of any title, to any platform, in any region. For instance, it is worth noting that "Harry Potter 20th Anniversary: Return To Hogwarts" had 5.3 times the audience demand of the average show in the United Kingdom over the last 30 days, indicating that this shows have good demand.
Demand data can be useful for acquisition decisions, as it can inform you about which titles will drive engagement across the rest of your catalog, which titles will reduce churn, how to estimate cannibalization of audiences if a title is available on multiple services, and how to assess the value of exclusivity.
Regarding distribution decisions, demand data can help answer questions such as, which platforms should you target for distribution of your content? How can you quantify the platform-specific marginal revenue contribution? And how much is your content worth to another streaming platform?
Programming decisions can also be influenced by demand data, as it unveils insights about content valuation and can guide you in deciding which titles to buy if you want to grow your audience, which titles you could buy to keep your current audience happy, which titles could attract new subscribers to your SVOD service, how to optimize your marketing campaign ahead of premiere, and how titles should be released optimally.
Besides, demand data-driven insights can answer several questions such as how popular in absolute terms is a show in a territory? In which regions or markets is the show in demand? What genres are resonating most with the current audience, and what genres should we focus on to attract new subscribers to our SVOD service? By examining the top 10 global markets where "Harry Potter 20th Anniversary: Return To Hogwarts" is most in-demand over the last 30 days, we can learn where the show outperforms the demand of the average TV show in each of these markets. For instance, the show is most demanded in Russia, where it achieved an outstanding audience demand of 6.4x.
Demand data can help you quantify the potential of a title to spin off, the potential opportunity markets for content distribution, and even the potential for global franchise expansion. It allows you to determine which elements of existing content are attracting the most fans and can be optimized for success, how upcoming content can be optimized, and which type(s) of content exhibit opportunities to acquire or produce.
In conclusion, demand data can provide valuable insights into content valuation, franchise opportunities, travelability, momentum, longevity, and reach. By becoming familiar with the insights that demand data can offer, entertainment executives can make more informed and data-driven decisions, leading to long-term success in the often unpredictable entertainment industry.
