If you're an executive working on content acquisition or programming for an OTT platform, it's important to understand how to leverage audience demand data. Parrot Analytics offers a content valuation system based on global demand data that can help determine a title's dollar value and quantify its contribution to platform performance. By examining the case of "SAS: Who Dares Wins" in the United Kingdom, executives can better understand how audience demand data can inform their content decisions.
One of the key insights that demand data can provide is a show's popularity within and beyond its genre. For "SAS: Who Dares Wins," we can see that its demand is in the 96.3th percentile for the reality genre in the United Kingdom, indicating that it has higher demand than most other reality shows. Compound with its recent decrease in demand by 38.8%, executives should be weary of how genre competitor may be gaining demand from their audiences. It is also crucial to understand what titles people are watching, and which titles are similar in nature. The shows that fans of "SAS: Who Dares Wins" like, for instance, might give executives ideas of content that could appeal to a similar audience.
Another important insight that demand data provides is how a show performs in different markets, and what may be contributing to its popularity or lack thereof. "SAS: Who Dares Wins" has good demand in its home market of the United Kingdom, indicating that it may be a staple of local TV programming. However, demand in markets such as China, Netherlands, and the United States is just considered okay, which may indicate the show's format doesn't translate as well to audiences outside of the UK.
Finally, the dimensions provided by Parrot Analytics' Parrot Pulse (travelability, longevity, momentum, franchisability, and reach) can give executives more detailed information on a show's performance. "SAS: Who Dares Wins" has poor travelability and franchisability, meaning it does not have as much potential for international appeal or spin-offs as other titles. Yet, its momentum is good, suggesting that audiences are still actively seeking out the show. This is just part of the reason why "SAS: Who Dares Wins" has helped the ratings of Channel 4.
Whether you're an OTT platform executive, a content distributor, or a producer, using demand data is key to making informed decisions about your content. It can help identify titles that will likely perform well on your platform, and give you insight into how shows may be resonating – or not – with audiences around the world. By consistently keeping an eye on demand data and understanding how it applies to the shows you're considering, you can help ensure that you're making the most of your content investments and audience retention.
