Entertainment executives can use demand data to make informed content or acquisition decisions about TV shows like "Inside No. 9", which has achieved a remarkable 12.3 times audience demand higher than the average show in the United Kingdom in August 2023. One of the questions demand data can answer relates to content valuation. By using demand data, executives can determine show value, whether it's an individual series or an entire library, so they can start unbundling the value of content on any streaming service.
Another use of demand data is to inform scalable concept testing and help executives decide what type(s) of content exhibit opportunities to acquire or produce. By analyzing global content demand and assessing a TV series' ability to drive subscriptions and mitigate churn, executives can calculate the ROI a particular title will bring for any given platform.
Executives can also leverage demand data to make strategic decisions about TV distribution. By mapping local whitespaces to find out what the most popular genres are in a specific market or geographical region, they can determine which platforms to target for the distribution of their content. Demand data can also enable optimal release strategies and pricing for TV shows. For instance, executives can use demand data to determine if a show's popularity has peaked and decide how much to spend on marketing efforts.
Demand data can also inform decisions around subscriber retention and acquisition. Specifically, executives can assess what titles should be bought to keep current audiences happy, or how to grow an audience by identifying which titles to acquire for an SVOD service. In addition to subscriber-related decisions, demand data can also help executives make informed decisions around supply and demand and quantify a title's platform-specific marginal revenue contribution and how it drives engagement across the rest of the catalog.
Finally, executives can use demand data to uncover opportunities for under-monetized titles, assess the show's spin-off potential, and evaluate its reach. By assessing a show's reach and the number of people expressing demand for it, executives can decide which titles to acquire or produce to support global SVOD expansion. Additionally, they can establish which content has sustained demand and requires less marketing spend.
In summary, executives can use demand data to make strategic decisions about content valuation, acquisition, distribution, programming, subscriber retention, and acquisition. By analyzing and leveraging demand data, executives can make informed decisions about how to allocate funds, decide which titles to acquire, identify under-monetized opportunities for content distribution, and adapt to ever-changing trends in the global entertainment industry.
