For entertainment executives, the success of a TV show depends on audience demand. With a plethora of content options in today's market, demand data is crucial for decision-making regarding content valuation, acquisition, distribution, and programming. The Parrot Analytics system offers valuable information regarding audience demand, as seen in the analysis of "Love and Death" for the month of November 2023 in the United Kingdom.
One fundamental way that demand data can help make more informed content decisions is by evaluating content valuation. The Parrot Analytics content valuation system is driven by global content demand and supply. It provides key insights about a show's worth, including how much of its value is driven by demand for particular aspects such as one of its stars, the value of its content library to a platform over time, and its exclusivity value, amongst others. With 6.7 times the audience demand of the average TV show in the United Kingdom over the last 30 days, "Love & Death" has a good demand, indicating a potential for good content valuation. The show also ranks at the 98.3rd percentile in the biography genre, indicating higher demand than 98.3% of all biography titles in the United Kingdom.
Demand data can also give executives better decision-making insight into acquisition and distribution decisions. Knowing that "Love & Death" has good demand in the United Kingdom, and across other global markets such as Canada, Spain, Bulgaria, and Italy, executives can use this data to determine if the series would be a good fit for their platform or network, or indicate which channels or platforms to target for distribution. In addition, demand data helps in assessing the type of content that people are willing to watch; hence, it can assist in decision-making around which types of content to acquire and produce.
Programming decisions seek to take advantage of audience demand and driving engagement levels across the rest of the catalog. With "Love & Death," the show's momentum, meaning the pace of growth, has been exceptional, indicating that viewers are still invested in the series. In November 2023, audience demand for "Love & Death" increased by 9.8% in the United Kingdom, while on a rolling year basis, the show's average demand peaked at 14.7 times the average title. This growth demonstrates that the content is still in-demand by viewers, providing valuable insight for executives in programming decisions.
Lastly, demand data can help in making informed decisions around promotional and marketing strategies. In particular, demand data around reaching new subscribers and retaining current viewers is highly relevant. Knowing that "Love & Death" has more demand in Russia will help the marketing team to allocate more resources in that market. Demand data also helps to identify the type of content that resonates with viewers, providing benchmarks to optimize a marketing campaign to reach new subscribers strategically.
In conclusion, executives can benefit significantly from demand data, especially when it comes to content valuation, acquisition, distribution, programming, and marketing. The analysis of "Love & Death," with its decreasing demand, high ranking in the biography genre, good demand in various global markets, and exceptional momentum, highlights the significance of demand data. Entertainment executives need to leverage demand data to make informed decisions about new content investments, and Parrot Analytics is a great tool to achieve that.
