Demand data can provide insight into the performance and popularity of a TV series, which can be useful for TV executives making content or acquisition decisions. The case of "The Amazing World Of Gumball" in September 2023 in the United Kingdom provides a useful demonstration of how demand data can be used in several key areas:
1. Content Valuation: Demand data can be used to value the worth of a TV series. By revealing the global content demand for a title, executives can estimate its economic value. The Parrot Analytics content valuation system, which is powered by global content demand and supply, can be used to calculate the dollar value contribution of any title to any platform in any region. For instance, "The Amazing World of Gumball" has demand 12.2 times higher than the UK average, indicating that it has exceptional audience engagement and popularity.
2. Programming Decisions: Demand data can reveal what type of content exhibits the most potential to acquire or produce. For instance, analyzing the demand growth of "The Amazing World of Gumball" over time can help executives determine the effectiveness of their marketing campaigns, identify the peak period of audience engagement, and make programming decisions based on the show's momentum and longevity. Additionally, understanding audience demand can help make decisions about the best release strategy, pricing, and franchisability of a show.
3. Acquisition Decisions: Demand data can inform subscriber acquisition and retention decisions. By identifying what titles keep the audience happy and attract new subscribers to a platform, executives can focus their investments on content that has high demand and optimum reach. The data on what shows "The Amazing World of Gumball" fans also like can be used to make acquisition decisions for similar titles with potential demand.
4. Distribution Decisions: Demand data can reveal which platforms are suitable for distributing content. By measuring the worldwide audience demand across all platforms and assessing travelability, executives can determine the global performance of a show and allocate funds optimally to maximize future content investments. Additionally, being aware of the most popular genres in local markets can help networks and OTT platforms understand the programming preferences of their target audience and tailor content appropriately.
5. Competitive Benchmarking: Finally, demand data can help with competitive benchmarking. By analyzing the demand for "The Amazing World of Gumball" against other titles within the market, executives can identify any gaps or whitespaces in demand that other content providers are not filling. Moreover, it can be leveraged to identify new opportunity markets for content distribution.
In conclusion, demand data is a valuable tool for TV executives working in acquisition, distribution, and programming. By using demand analytics, it is possible to make informed decisions that optimize content investments, grow audiences, and drive engagement while mitigating churn. "The Amazing World of Gumball" case study has demonstrated this and underlines the effectiveness of demand data as a valuable tool to assist in content valuation, programming, acquisition, and distribution decisions.
