As an entertainment executive, understanding audience demand is crucial for making informed content acquisition and distribution decisions, as well as programming decisions. Parrot Analytics provides insight to business questions through the behavioral data of the audience. Using "Phoneshop" as an example, we can show how demand data can help executives make better decisions.
Content Valuation: Parrot Analytics content valuation system can reveal the dollar value contribution of any title to any platform in any region. Based on the data for "Phoneshop," we can see that it is performing better than 91.4% of all comedy titles in the United Kingdom, with a higher demand than 2.0 times the average show. Moreover, its demand increased by 19.9% in December, showing a recent spike in popularity.
Acquisition and Distribution: Understanding audience demand helps in deciding which content to acquire or distribute. As a viewer favorite, "Phoneshop" has higher audience demand than the average title in the top 10 global markets, including the United Kingdom, Hungary, Netherlands, United States, Canada, South Africa, Australia, Bulgaria, and Czechia. The audience's demand can dictate how content is distributed on these platforms.
Programming: Utilizing data from trends and spikes in audience demand, programs can be given the best release strategy and pricing strategy to optimize reach. In December, "Phoneshop" had a recent spike in demand, which could imply that it should be repackaged and re-released to capitalize on its popularity. Knowing which shows are currently trending can also be used when deciding what to air and in what order.
Competitive Benchmarking: Using demand data to compare "Phoneshop" against other comedy titles reveals that it is doing better in the United Kingdom and even globally than the average show. However, some gaps still need to be addressed, like the show's poor reach and poor travelability. Executives can use information on gaps to decide what content to acquire and what strategy to adopt to make up for these shortcomings.
In conclusion, Parrot Analytics' demand data can be applied to content acquisition, distribution, and programming to make more informed decisions. For example, the effect of audience demand on content valuation can help in deciding how much to spend on content. Producers can also use demand data to optimize their marketing campaigns to promote shows that are trending among their target audience. Finally, the data on travelability can help in deciding how to distribute content beyond the home market, while franchiseability helps in assessing the potential of a show to create sequels or spin-offs.
