As an entertainment executive, using demand data can help you make informed decisions regarding your content, acquisition, distribution, or programming strategies. By examining the performance of "The Tunnel" in the month of October 2023 in the United Kingdom, we can see how demand data can be used to gain insights into audience demand in different regions, understand which genres and titles are popular, and design effective marketing campaigns.
One key use of demand data is for content valuation. Parrot Analytics' content valuation system uses demand data to determine the dollar value contribution of any title to any platform in any region. With "The Tunnel," we can see that its demand is good, with the show achieving 2.3 times the audience demand of the average show in the United Kingdom over the last 30 days. This level of demand puts "The Tunnel" in the top 8.6% of all TV shows. However, compared to its demand over the last 90 days, demand for this show has been decreasing. Using demand data to understand how much a title is worth can guide content acquisition and programming strategies.
Demand data can also inform content acquisition and distribution decisions. By examining the show's global demand, we can understand which markets the show would be successful in and how popular it is relative to other titles in the same genre. For example, "The Tunnel" is most popular in the United Kingdom, where it achieved good audience demand of 1.5x the average TV show. Additionally, examining which shows fans of "The Tunnel" enjoy can help identify other titles that would be popular and that the platform could consider acquiring or producing.
Moreover, demand data can be used to make a more informed decision when it comes to programming strategy. Examining the evolution of demand for "The Tunnel" over time shows how the show is performing. For instance, demand for this TV series has increased by 3.9% in the United Kingdom during October. However, it is essential to consider the show's momentum, the pace of growth, and the show's longevity, which measures how well audience demand is maintained over time. Based on the Parrot Pulse, the audience demand for "The Tunnel" across all platforms is good, and its longevity is good, meaning it has maintained its audience demand over time.
In addition, demand data can be used to inform marketing campaigns by understanding the behavior of the audience. Demand informs quantitative measures such as reach, indicating the number of people expressing interest in a given show. The global appeal of "The Tunnel" would provide executives an understanding of whether the marketing campaign should prioritize local market execution or global expansion. The magnitude and timing of peaks and valleys in demand data could inform the platform on how to allocate marketing budgets and in what manner ads should be disseminated.
Sophisticated executives can use demand data to assess a TV series' ability to drive subscriptions and mitigate churn. Moreover, they can assess the title's performance against other similarly situated shows in regards to demand elasticity and pricing elasticity. By using demand data, TV executives will be better suited to assess the intrinsic content value of the shows they consider, the supply and demand side, and using an informed decision process to create long-term growth strategies.
