Demand data can provide entertainment executives with valuable insights to help them make more informed content, acquisition, distribution, and programming decisions. An excellent example of how demand data can be used to inform content decisions is "Real Time With Bill Maher" for the month of November 2023 in the United Kingdom.
Firstly, demand data can be used to understand the popularity of a show. In the United Kingdom, demand for "Real Time With Bill Maher" was 11.8 times the audience demand of the average show over the last 30 days, which is classified as outstanding. Furthermore, audience demand for the show increased in the United Kingdom by 12.1% during November 2023.
Additionally, executives can use demand data to analyze the performance of a show over time and compare it with other shows. For instance, "Real Time With Bill Maher" peaked at 15.8 times the average in the last 30 days, a 5.8% increase from its peak over the course of the entire year. Comparing the show against other talk-show titles in the United Kingdom, "Real Time With Bill Maher" ranks at the 98.9th percentile in the talk-show genre, indicating its higher demand than 98.9% of talk-show titles in the United Kingdom. Executives also get insights into what content is similar to their current offering and which titles have above-average audiences. In this case, shows such as "Dr. Phil," "Rick And Morty," and "The Simpsons" are popular among fans of "Real Time With Bill Maher."
Demand data can also help drive location-specific acquisition decisions and understand the potential of content travelability to other markets. For "Real Time With Bill Maher," demand in its country of origin, the United States, was 15.3 times the audience demand of the average show globally. Additionally, the show's travelability score was good, indicating that it has potential to travel well to other markets.
Finally, demand data has significant implications for content valuation. Parrot Analytics’ content valuation system is based on demand data and can help quantify the platform-specific marginal revenue contribution of a title and its ability to drive engagement across the rest of the catalog. Demand data is also useful in mapping local white spaces, understanding audience preferences and viewing habits, valuing content for acquisition, and making more accurate projections for subscriber acquisition and retention.
In conclusion, entertainment executives can use demand data to make more informed content decisions by understanding the popularity of a show, analyzing its performance over time and in comparison to other titles, driving location-specific decisions on acquisition and distribution, and valuing content accurately to meet their business goals. "Real Time With Bill Maher" in November 2023 in the United Kingdom serves as a prime example of how entertainment executives can use demand data to make better decisions that support the growth of their business.
