For TV executives interested in making informed content or acquisition decisions, "RuPaul's Drag Race" provides a compelling case demonstrating how demand data can inform strategic decisions. Parrot Analytics' demand data for the show in November 2023 reveals the following insights:
1. Audience demand provides a measure for content valuation: with 12.3 times the audience demand of the average show in the United Kingdom, "RuPaul's Drag Race" has a high valuation in the market.
2. Understanding audience demand helps with acquisition decisions: the show's demand is exceptional in countries such as the United States, the United Kingdom, Canada, and Brazil, indicating that the show has a global audience and could be successful in those regions.
3. Comparing the show's performance over time can provide useful information: while "RuPaul's Drag Race" had been popular for some time, its demand has been decreasing so that the show's popularity has not been sustained.
4. By examining the top 10 markets where "RuPaul's Drag Race" is in-demand globally, we find that the show outperforms the average TV show in each of these markets. Executives should focus on developing shows or acquiring IPs that have demand data as strong as "RuPaul's Drag Race".
5. Through analyzing audience demand season-wise and episode-wise, producers could get insights about their work and can identify when to release the new season or which episodes have more demand and apply the findings accordingly.
In general, demand data allows TV executives to better understand their audience. Concretely, demand data can be used to quantify the marginal revenue contribution of a particular title, assess a TV series' ability to drive subscriptions and to mitigate churn, calculate the ROI of a specific title, and quantify the platform-specific demand. Additionally, demand data can inform pre-release marketing, discovery, and recommendations, and can help determine the optimal release strategy. TV executives can use demand data to ask critical questions related to the global demand for content, taste clusters, franchise and spin-off potential, content valuation, and much more. By leveraging demand data from Parrot Analytics, executives can move beyond intuition and rely on data-driven insights that inform more strategic decisions.
