If you're a TV executive or content distributor, you can use demand data to make more informed acquisition and distribution decisions, as well as to measure the performance of your TV shows. Using the example of "Whose Line Is It Anyway?" in the United Kingdom, we will illustrate how demand data can inform content valuation.
One of the most important things that demand data can do is to help in content valuation. By using supply and demand data, it's possible to determine how much a specific show is worth and how much it can contribute to your platform or network. For instance, "Whose Line Is It Anyway?" appears to have valuable content worth investing in. It has 6.4 times the audience demand of the average show in the United Kingdom, indicating that it can be classified as being highly demanded content. Compared to its demand of 8.4 times the average over the last 90 days, demand for this show has been decreasing recently, which in turn could tell valuable information to the platform executives about the show's future prospects.
To make more informed acquisition decisions, it is important to know if your show is increasing in-demand among your audience or if it is losing popularity. In the case of "Whose Line Is It Anyway?", we learned that demand for the show has increased in the United Kingdom by 72.6% in November. It is important to explore what happened in November to uncover why demand spiked. By identifying this information, platform decision-makers can take proper steps to invest more in acquiring similar content or invest in the marketing of the show.
One of the unique values of demand data is that it can provide many insights to diverse questions in the entertainment industry. For instance, specific segments of the audience could be identified by researching trends in taste clusters, comedy being one of them, which reveals that "Whose Line Is It Anyway?" sits at the 98.2th percentile in reality genre in the United Kingdom. Additionally, TV executives can explore under-monetized titles to discover new opportunity markets for content distribution. Knowing that the demand for "Whose Line Is It Anyway?" performs well in a particular market, such as the Netherlands, could be used to draw simulations of its potential for further global expansion.
Demand data also helps in programming decisions. It helps in determining the ideal quantity of a show's episodes for each audience segments by showing how well audience demand is maintained over time, which is outstanding in the case of "Whose Line Is It Anyway?" Additionally, momentum allows you to track show trends, and it is good for the show under analysis. By analyzing the show's peak demand vs rolling average demand, TV executives can identify the show's overall audience retention and growth potential.
Lastly, distribution decisions can be informed using demand data. Decision-makers can use the show's travelability data to determine if there is a global demand for the show, beyond its origin market. It is also possible to quantify its reach, the number of people expressing demand for a show, and compare it with other similar content, which could impact distribution, regional rollout, or how a show is promoted.
In conclusion, demand data derived from resources such as Parrot Analytics allows TV executives and content distributors to make more informed acquisition, distribution, and programming decisions. In the case of "Whose Line Is It Anyway?" in the United Kingdom, detailed demand data showcased the show as an investment-worthy asset, with market demand and market retention, indicating sustainable health.
