As an executive in the entertainment industry, using audience demand data is crucial to making informed decisions about content acquisition, distribution, programming and content valuation. Let's take a look at "Hoarders," a popular documentary show that profiles individuals struggling with hoarding, for our example on how demand data can influence decisions.
The first use of demand data is to measure the value of content. Content valuation methodology that uses demand data quantifies the contribution of any title to any platform in any region. With 2.9 times the audience demand of the average show in the United Kingdom over the last 30 days, "Hoarders" has a good demand. This information informs content acquisition decisions as it shows the popularity of the series. Executive producers can use this data to determine whether to acquire the content or not. Compared to its demand of 2.3 times the average over the last 90 days, demand for this show has been increasing recently. This indicates that the show is gaining popularity, making it a sound investment.
Another use of demand data is to inform distribution strategy. The demand for "Hoarders" in the UK was good, and the show moved up in its rank by 1976 spots during January in the United Kingdom. This information indicates that the show has gained popularity in this market making it attractive for distributors. Knowing that the show has increased in popularity locally, distributors may plan their distribution strategy on the floor show ratings.
Demand data can also inform programming decisions. For instance, the Parrot Pulse for "Hoarders" provides an independent measure of its global performance across six dimensions, including travelability, longevity, momentum, franchisability, and reach. The travelability of the show is poor, implying low international demand in comparison to the home market. However, demand for the show is good globally, and its longevity is maintained over time. Programming directors of a linear network or pay TV network can use this information to determine whether to run reruns of the show or produce additional episodes.
Finally, demand data can aid in content discovery and recommendations. Parrot Analytics provides a list of other shows that fans of "Hoarders" also like, including "Killing Eve," "The Curse Of Oak Island," and "Modern Marvels." Entertainment talent agencies may use this information to provide suggestions for shows on the same genre that their talent may be interested in; TV series financing companies can determine what types of content exhibit opportunities to acquire or produce, SVOD platforms can recommend similar content to their subscribers and help them discover new shows.
In conclusion, entertainment executives working at OTT, SVOD platforms, or production companies can use demand data to make informed decisions about content acquisition, distribution, programming, and content valuation. With its ability to reveal audience demand patterns and map out local whitespace, it has become a relevant tool in the industry. By analyzing real-time demand data, executives can improve their ROI, deliver customer demand, optimize revenue streams and make informed decisions about which shows to create or run on their networks or platforms.
