If you're an entertainment executive looking to make more informed programming decisions, understanding audience demand for TV shows should be a key consideration. By analyzing a show's performance relative to the average title, across genres, and in different markets, you can evaluate its potential value as an acquisition, programming, or distribution decision.
For example, let's take a look at "We Hunt Together" in the United Kingdom during November 2023. With 2.3 times the audience demand of the average show in the United Kingdom over the last 30 days and ranking in the 93.4th percentile in the drama genre, the show has higher demand than 93.4% of all drama titles in the country. However, demand for the show in the UK has been decreasing recently, dropping by 609 spots in its rank during November.
Moreover, analyzing the show's performance over a rolling year basis versus the last 30 days shows a decrease in popularity, indicating a declining trend for the show. To evaluate whether "We Hunt Together" would be a good investment, executive should also take into account potential growth in demand and opportunity in other markets, which can be obtained by examining travelability, and more importantly, the top markets for the show.
We can see that "We Hunt Together" outperforms the demand of the average TV show (1x) in each of the top 10 markets where it's most in-demand in the last 30 days. In the UK, where the show ranks number one, its demand is 1.2x the average. This information can help execs in determining whether a show has global potential or if it's just popular in a specific market.
Likewise, the Parrot Pulse can provide an independent measure of a TV show's global performance, which can give executives insights on the character and positioning of a particular title. Netflix executives, for example, have used Parrot Analytics' tools to help them identify potential poaching candidates, strategize acquisition pricing, and even choose which shows to renew.
In sum, demand data can help entertainment executives to make more informed and data-driven decisions regarding their TV show investments, programming decisions, distribution deals, and even marketing strategies. By analyzing a show's performance over time, genre, and in different markets, executives can better understand a show's potential and weigh whether it's worth investing resources into.
