Parrot Analytics’ demand data can be an essential tool for entertainment executives while making informed content, acquisition, distribution or programming decisions. Using the example of "Terrahawks" in the UK in October 2023, let's dive into how demand data can provide insights for decision-making.
Firstly, demand data enables content valuation. It helps in assessing the dollar value contribution of any title, to any platform, in any region. In the case of "Terrahawks," with 2.1 times the audience demand of the average show in the UK over the last 30 days, the demand for this show is good. Additionally, compared to its demand of 2.1 times the average over the last 90 days, demand for the show has increased recently, indicating a good valuation for the content.
Demand data also enables the mapping of white spaces in a region, which helps to identify the most popular genres in the local market. For "Terrahawks," it ranks at the 91.8th percentile in the family genre in the UK, which means it has higher demand than 91.8% of all family titles in the UK. Executives can use this data to make more informed content decisions by identifying the genres that resonate with the audiences and developing or acquiring content accordingly.
Demand data can also provide insights into the audience's preferences for a specific show or genre. Executives can leverage this understanding to optimize the release strategy and pricing of content. For "Terrahawks," the demand spiked in early October 2023 in the UK, which is an indication that the show is popular among the audiences.
Demand data helps with decision making related to supply and demand. Executives can identify the types of content that exhibit opportunities to acquire or produce. For "Terrahawks," although the show's franchisability (spin-off potential) is poor and its reach is low, it outperforms the demand of the average TV show in each of the top 10 global markets where it is most in-demand. This information can be useful to identify new opportunities for content distribution and acquisition.
Finally, demand data can assist with programming decisions by analyzing the show's performance across six dimensions such as audience demand, travelability, longevity, momentum, franchisability, and reach. For "Terrahawks," it ranks high in audience demand in the UK and has maintained good demand over time. Additionally, in the last 30 days, its popularity is increasing. Hence, executives can use this information to make informed programming decisions such as scheduling a new season or rerunning the show.
In conclusion, demand data can be an essential tool for entertainment executives enabling them to make informed decisions related to content, acquisition, distribution, and programming. The example of "Terrahawks" in the UK in October 2023 demonstrates how demand data can be analyzed to provide insights into audience behavior and preferences, content valuation, and programming decisions.
