For entertainment executives looking to make more informed decisions, demand data is an invaluable asset. Let's take "Impractical Jokers" as an example for the month of November 2023 in the United Kingdom to demonstrate how demand data can be used to guide content, acquisition, distribution or programming decisions and enable content valuation.
Firstly, demand data is great for content valuation. Executives can use it to determine how much a title is worth and how much value it brings to the platform. In the case of "Impractical Jokers," it had demand that was 15.6 times the average show in the United Kingdom, an outstanding result that puts it in the top 2.7% of all TV shows. Using this data, executives can determine the dollar value contribution of this title to any platform in the region.
Secondly, demand data enables executives to make informed decisions on which shows to acquire and distribute. By examining the top 10 global markets where "Impractical Jokers" is most in-demand, it becomes clear that the show outperforms the demand of the average TV show in every market. This indicates that the show has a high level of global appeal, making it a smart acquisition to support global SVOD expansion.
Thirdly, programming decisions can be optimized by using demand data to answer questions like: what types of content exhibit opportunities to acquire or produce? When evaluating whether new titles should be added to the platform, executives can use audience demand data to assess if it will resonate positively with existing subscribers. In the case of "Impractical Jokers", its demand increased in the United Kingdom by 19.2% in November, indicating that it is successfully engaging viewers in this region.
Fourthly, demand data helps generate insights for pre-release marketing so that marketing campaigns can be optimized before premiere. This improves the chances of a show performing well in its time slot and driving engagement. The Parrot Pulse for "Impractical Jokers" provides an independent measure of its global performance across six dimensions, including reach and momentum of growth.
Finally, executives can use demand data to assess audience segmentation, personalize recommendations, and determine new opportunity markets for content distribution. By examining shows that fans of "Impractical Jokers" also like, including "Family Guy", "The Simpsons", and "Bob's Burgers", executives can better understand what other genres their audience likes and whether acquiring related content is a good opportunity.
By analyzing demand data and applying it to decision-making processes, entertainment executives can optimize content valuation, inform acquisition and distribution decisions, maximize appeal, inform programming decisions, optimize marketing campaigns, and generate insights related to audience segmentation, personalized recommendations, and new opportunity markets. Overall, demand data is a crucial tool for entertainment executives seeking to make informed decisions based on audience demand across multiple markets and platforms.
