If you are a TV executive, understanding how demand data works can help you make better decisions regarding content acquisition and programming. For instance, using the example of "Rick and Morty" in the United Kingdom for January 2024, we can extract insights on how to proceed in the following areas:
1. Content Valuation:
Using demand data from Parrot Analytics, calculating the dollar value contribution of "Rick and Morty" to any platform in the United Kingdom can help in better content valuation. As per the insights provided, the show has 20.9 times audience demand than the average show in the UK, meaning it has been outstanding. This gives TV executives a baseline value needed to calculate the ROI for any platform.
2. Programming Decisions:
Through demand insights, we can determine the right programming strategy for a TV series. For instance, although Rick and Morty's demand has decreased by 34.1% compared to the previous month, the highest demand was recorded in late January 2024. Therefore, Programming "Rick and Morty" at a specific time in the United Kingdom can serve to capitalize on audience demand.
3. Acquisition Decisions:
Informed acquisition allows entertainment companies and OTT platforms to buy content intelligently based on demand data. For "Rick and Morty," we see that the show has high travelability, exceptional franchisability, longevity, momentum, and reach. Players in the TV industry can use these insights to decide on whether or not to spend on a content library or acquire a specific title.
4. Distribution Decisions:
Demand data encourages TV executives to understand their audience first and tailor distribution decisions accordingly. In the case of "Rick and Morty," we see that its highest demand - 24.8 times the average - is in the United States. Knowing the show's top 10 global markets where it has the most demand is crucial in prioritizing distribution decisions based on demand.
5. Subscriber Acquisition and Retention:
Using Parrot Analytics demand data, we can choose titles that will help with subscriber acquisition and retention for an SVOD service. If an OTT platform already has "Rick and Morty," they can use it to retain their current audience and as a selling point to attract new subscribers by making sure the show is well marketed and available on their streaming service.
TV executives, content distributors, studio heads, financing companies, and talent managers can continue to refine their strategic and tactical decision-making through the use of Parrot Analytics demand data.
