As an entertainment executive, analyzing demand data can help you make more informed content, acquisition, distribution, or programming decisions. Take "Inside No. 9" in the United Kingdom as an example. Using Parrot Analytics' demand data, we can generate useful insights into its performance, which include the following:
- Content Valuation: By using demand data, you can assess the monetary value of a TV show like "Inside No. 9". Its demand data offers a baseline value of this title and how much it contributes to a platform's revenue. You can also consider its ability to attract subscriptions and reduce churn as well as the show's exclusivity.
- Understanding Audience Demand: Demand data offers insight into audience preferences by showing the most popular shows. This insight helps entertainment executives to determine the marketability of specific shows or the marketability of different genres in different countries.
- Decision Making: As an entertainment executive, demand data can help you make decisions about what type of content to produce, acquire, or distribute. You can compare the performance of similar shows and choose the most popular shows, depending on the audience's demand.
- Marketing Decision: Demand data can help holistically with pre-release marketing to consider different SOP strategies, such as timing or the correct OTT platform partner. By assessing momentum demand over time, executives can analyse whether or not the marketing campaign has been successful.
- Understanding tastes: By examining trends in demand data, you can quantify trends and tastes and how they fluctuate over time – useful for testing content concepts or exploring forevergreen content that will have a long shelf life.
For example, the demand data for "Inside No. 9" in November 2023 shows that it has 10.8 times the audience demand of the average show in the United Kingdom and only 2.7% of TV shows have this level of demand. It also demonstrates the importance of monitoring "travelability," which measures international demand relative to its home market. This show has outstanding worldwide audience demand across all platforms with good travelability. Additionally, examining the top ten global markets can help highlight a show's potential success internationally.
Comparing the performance of "Inside No. 9" on a 1-year rolling basis versus the last 30 days highlights how demand can vary over time. On a rolling year basis, this show had an average demand of 11.6 times the average title compared to 10.8 times the title average for the last 30 days, indicating its popularity has decreased somewhat. However, in November 2023, the show's audience demand increased by 9.9%.
Demand data's insights into "Inside No. 9" can help entertainment executives make more informed content, acquisition, distribution, or programming decisions. They can use the demand data insights on the show's performance and tastes and compare it against around competitor shows to determine future strategies.
