For TV executives considering acquiring or producing content, the data on shows like "RuPaul's Drag Race" can be incredibly valuable for informed decision-making. With its exceptional audience demand, longevity, momentum, and reach, "RuPaul's Drag Race" provides valuable insights across many dimensions to consider:
- Content valuation: By analyzing audience demand, executives can determine the dollar value contribution of a title like "RuPaul's Drag Race" to a potential platform or region. Understanding this show's value can help in determining how much to spend on content or help form the basis of a bidding strategy
- Audience retention and acquisition: Knowing which of your current or potential subscribers are passionate about shows like "RuPaul's Drag Race" can help executives make more informed decisions about how to retain current audience members and acquire new ones. As an example, if a potential pay TV network recognizes that this show would be popular with their current audience and could help them retain subscribers, they may choose to air it.
- Travelability: This metric measures international demand for a show compared to its home market. With "RuPaul's Drag Race," we see its international demand is exceptional which is evidence that this show could be a hit in other countries.
- Understanding audience taste clusters: The data surrounding shows with similar audiences to "RuPaul's Drag Race" aid in determining what strikes a chord with the target audience. Knowing what genres are resonating with the current audience can provide insight and direction into what genres the platform should focus on to expand subscribers on an SVOD service.
- Release strategy and pricing optimization: The data reveals that "RuPaul's Drag Race" experienced a demand spike in late December 2023 which executives at streaming platforms or linear networks could leverage to optimize release strategies, marketing campaigns, and pricing points on the following season.
- Competitive benchmarking: By comparing the performance of "RuPaul's Drag Race" against other titles on the market, networks and studios can seek to gain insights to drive creative development.
- Franchisability: Franchise opportunities are something to consider for a show like "RuPaul's Drag Race" which has exceptional potential. With spin-offs such as "RuPaul’s Drag Race: Untucked," this could be an avenue for revenue growth for the network.
- Gross Merchandise Value (GMV): For talent agencies or studios, knowing the amount of merchandise and products a popular show like "RuPaul's Drag Race" could generate in sales is a crucial factor.
By looking at the data on "RuPaul's Drag Race," executives can gain a better understanding of the show's current popularity and make more informed decisions around all aspects of content acquisition, creation, distribution, and programming to benefit growth and expansion.
