As an entertainment executive, you’re likely focused on driving audience engagement for your platform or network. Parrot Analytics can help you make more informed decisions by providing real-time global audience demand data that offers insights into audience interest and behaviors, which will help you to make informed content, acquisition, distribution and programming decisions.
One of the ways in which Parrot Analytics' demand data can be harnessed for strategic decision-making is through content valuation. Content valuation is an economic valuation system that uses global demand data to determine a title’s dollar value contribution to any platform in any region. For example, the demand data for a series like "Vida" can help executives understand how much the show is worth, its baseline value, and how it performs as an acquisition-driving or churn-reducing title.
Demand data can also provide insights into how well content travels globally, as was the case with "Vida," which had good travelability across its audience demand outside the United Kingdom. As an executive, you can use this information to make informed decisions on where to invest or distribute content based on its potential audience demand outside of its home market.
The demand data can also help you make acquisition decisions based on audience interest. For example, Parrot Analytics data reveals that fans of "Vida" also like shows such as "Strange Angel", "Kingdom", and "Sex Education." This information can inform decisions on which titles to acquire that complement or enhance the existing content portfolio of your platform.
Demand data can also help you make programming decisions, particularly related to pinpointing the optimal release strategy and pricing. While "Vida" has good demand in the United Kingdom, the demand for the show decreased by 61.1% during October 2023. Using Parrot Analytics’ real-time demand data, executives can identify the specific date demand for "Vida" spiked, allowing you to optimize your marketing campaigns to capitalize on trending demand. Similarly, data on “Vida” reveals that it has franchise and spin-off potential, which can help networks or SVOD platforms make decisions on which IPs to develop for franchises or spin-offs.
Demand data can also help with subscriber retention and acquisition. For example, Parrot Analytics data revealed that “Vida” is outperforming the demand average in multiple countries such as Brazil, Bulgaria, Croatia, Kuwait, Hong Kong SAR China, to name a few. Executives at linear networks or pay TV networks can use this information to entice subscribers in other markets by acquiring or distributing "Vida" in those regions to meet the demand and grow their audience base.
Finally, using demand data, executives can also identify white spaces in markets and assess the popularity of specific genres or titles. As shown by “Vida,” the demand for drama titles is high, and it ranks in the 95.8th percentile for drama titles in the United Kingdom for October 2023. By identifying the most popular genres in local markets, this information can help to focus on content production or acquisition in supply and demand genres.
In conclusion, as an entertainment executive, understanding your audience's demand is key in making informed content, acquisition, distribution, and programming decisions. By leveraging Parrot Analytics’ demand data, executives can make data-driven decisions to drive audience engagement, maximize ROI and bring in new subscribers. The examples provided by analyzing "Vida" in the United Kingdom in October 2023 demonstrate how demand data can offer invaluable insights to aid strategic decision-making for entertainment executives globally.
