Are you an entertainment executive looking for insights to inform your content acquisition and programming strategy? Demand data can offer invaluable intelligence on what audiences want to watch, helping you to make more informed decisions and maximize ROI. Let’s explore how demand data can be applied to a TV series example like “The Last Kingdom” for the month of August 2023 in the United Kingdom:
1. Content valuation: Demand data can help you calculate the underlying value of a title to a particular platform or service, thus enabling informed content acquisition and financing decisions. In the case of “The Last Kingdom,” the show has 12.6 times the audience demand of the average show in the United Kingdom, making it an outstanding performer. This demand level can guide valuation of the show and inform your acquisition budget.
2. Subscriber acquisition and retention: Understanding what titles are in-demand at any given time can help guide your content programming strategy and prioritize the acquisition of high-demand shows. “The Last Kingdom” is a highly popular title in the United Kingdom, ranking in the 99.7th percentile for history titles in August 2023, and had a surge of demand in late August. You might consider this info in your marketing campaigns and content programming strategy to retain or acquire more subscribers.
3. Regional demand analysis: Examining the demand for “The Last Kingdom” in different regions can offer insight into how the show is performing globally and help guide decisions around distribution and localization. By examining the top 10 global markets where "The Last Kingdom" is most in-demand over the last 30 days, we find that this TV series outperforms the demand of the average TV show in each of these markets. The United Kingdom is "The Last Kingdom"'s number one market globally with an outstanding audience demand of 9.8x. Understanding which international markets are most likely to engage with your content can guide decision-making around which markets to target with your content.
4. Optimizing content scheduling and pricing strategy: Using demand data to understand the performance of a show over time can offer insights into when best to program it and at what price. “The Last Kingdom” scores high on the dimensions of travelability, longevity, momentum, franchisability, and reach, indicating that it is a strong worldwide performer that can signal demand growth potential. Comparing the performance of the show over a year versus the last 30 days can help you to adjust your programming strategy according to changing demand trends.
5. Competitive benchmarking: Using demand data to benchmark the performance of “The Last Kingdom” against similar titles in the market can offer insight into what is working and what is not. Depending on the location of the benchmark, you may be more interested in properties that are in its competitive group or those that tend to score well in benchmarking reports. The Parrot Analytics demand data for "The Last Kingdom" in August 2023 shows that audience demand for the show had been increasing recently but decreased by 4.7% compared to its 90-day demand average. You could use this data to adjust your programming schedule, promotional activities or budget flow.
In conclusion, demand data offers a wealth of insights to inform entertainment executives' content acquisition and programming decisions. By analyzing shows like “The Last Kingdom” using demand data, content industry professionals can better understand market conditions and what audiences are most interested in, in order to tailor their decisions accordingly and maximize ROI.
