Content executives working for an OTT, SVOD, production company, studio, or any other company in the entertainment sector would benefit from having access to demand data when making important decisions. Let's take the example of "Lessons in Chemistry" in the United Kingdom in October 2023, which has seen an outstanding demand for its first season on air.
Using demand data, content executives can evaluate the potential worth of a TV series, identify the best platforms for distribution, understand audience engagement, and determine the necessary investment level in production and acquisition. For instance, based on the data-driven content valuations provided by Parrot Analytics, content executives can answer questions like: "How much is this show or library of content worth to a particular platform in a specific region?", "What is the baseline value of a title?", "How much of my series’ value is being driven by demand for one of its stars?" By looking closer at the demand trends for "Lessons in Chemistry," we can see that its audience demand has been increasing over the last 30 days compared to the last 90 days. Its demand is also 10.9 times higher than the average show in the UK, and only 2.7% of all TV shows achieve such high demand levels.
Moreover, demand data can help content executives understand valuable insights about audience preferences and what programs are most appealing in different regions. A show like "Lessons in Chemistry" could be used as a benchmark for determining which types of content to produce, release strategies, and pricing. Using demand data of this series, content executives can understand how to identify the market's most popular genres, and map local whitespace, i.e., opportunity areas not yet served.
Demand data also helps when making decisions about distribution and programming. In "Lessons in Chemistry's" case, content executives looking to acquire content for distribution would benefit from understanding the show's international performance, represented by its travelability dimension. This series has done quite well to attract international audiences.
Finally, the availability of demand data can help content executives evaluate marketing campaigns' efficiency, assess the ROI of a specific title, determine a TV series' ability to drive subscriptions and mitigate churn, and recognize under-monetized titles and revenue opportunities. Demand data also helps represent the momentum of popular titles, as seen with "Lessons in Chemistry's" pace of growth being exceptional for the last 30 days.
In summary, demand data can be an invaluable asset for content executives when making informed decisions in the competitive world of TV entertainment. "Lessons in Chemistry" serves as an excellent case study to evaluate how demand data provides valuable insights regarding content valuation, franchise potential, market opportunities, distribution, programming, and audience preferences.
