Content valuation uses demand data to gauge a title's worth, understand the value of a content library to a streaming service over time, and determine whether a series should be considered a strategic asset for a streaming platform. In the case of The Professionals, the show's audience demand was 3.2 times the average TV show in the UK over the past 30 days, indicating a strong market performance. It ranked at the 94.9th percentile in the drama genre, meaning it is more in demand than 94.9% of drama titles.
Moreover, audience demand data can help in programming decisions by identifying what genres are particularly resonating with audiences and what shows would be good to acquire to increase engagement and attract new subscribers. In the case of The Professionals, audience demand data indicates the show's popularity is decreasing, so it may be worth considering if a format change, marketing change, or other measures can revive the series' popularity.
Demand data can also help content distributors in their acquisition decisions by identifying the show's most successful markets. The Professionals' number one market is the UK, where it achieved good audience demand of 1.1x, followed by Australia with okay demand.
Travelability can be helpful in finding out if a show has a global appeal and the scope for expansions. Based on the Parrot Pulse data, The Professionals performs poorly in travelability, indicating that it has low demand outside its home market. Still, its longevity is outstanding, indicating a show with sustained demand and requires less marketing spend.
Demand data can also be a critical factor in franchisability and spin-off potential. The Professionals' franchisability measures okay, giving the possibility of further monetizing IP for the show through spin-offs or franchises. Reach, which measures the number of people expressing their demand for a show, is outstanding. By using this data that measures a show's performance globally, executives can make informed content decisions that meet their business requirements.
