Entertainment executives working for OTT, SVOD, TV series financing, production and distribution companies can use demand data to make more informed decisions. Specifically, demand data can be leveraged in content valuation, acquisition, distribution and programming decisions. This analysis of "2 Broke Girls" for the month of August 2023 in the United States offers insights into how demand analytics can be utilized for strategic decision-making.
First, content valuation uses demand data to help executives answer questions such as how much a series is worth, how much of its value is driven by demand for one of its stars, and what the value of a content library is to a platform over time. When it comes to "2 Broke Girls," with 9.9 times the audience demand of the average show in the United States over the last 30 days, this show's demand is exceptional. This indicates that "2 Broke Girls" is worth more than the average series and has significant value to a platform.
Acquisition decisions can be informed by demand data that reveals the dollar value contribution of any title to any platform, in any region. Using the demand data for "2 Broke Girls" in August 2023, executives can estimate the show's ability to drive subscriptions and mitigate churn. They can also identify trends in the audience's interests and use this knowledge to acquire content that exhibits opportunities or genres that resonate with subscribers.
Distribution decisions can be made based on region-specific audience demand data for "2 Broke Girls" that illustrates how popular the show is among audiences in particular countries. This information can be used to draw up distribution strategies that optimize the release of content and pricing strategy of a given title.
Programming decisions can be informed by measuring the demand for specific content over time to ascertain which content has the potential to drive engagement across the rest of the catalog and which titles should be considered as strategic assets for a streaming platform. Parrot Analytics' content valuation system, powered by global content demand and supply, provides a platform-specific marginal revenue contribution for a title along with the ability to calculate content ROI.
Executives can also use demand data to inform subscriber retention and acquisition strategies. For instance, demand data can reveal which titles should be bought to keep current audiences happy and those that will bring new subscribers to a platform, respectively.
Moreover, executives can use demand analytics to help with pre-release marketing, optimize marketing campaigns ahead of premieres, and map local whitespace. Demand data also answers questions concerning the most popular genres in local markets and how popular a particular series is relative to other titles being offered on the market, providing a competitive benchmark.
Finally, insights into audience demand for a show such as "2 Broke Girls" over time across global markets can inform decisions about global expansion opportunities, how to allocate funds to maximize future content investments, and ways to monetize intellectual property for spin-offs or franchises.
Ultimately, the use of demand data by entertainment executives can lead to more informed, data-driven, and strategic decision-making that effectively targets their audience's interests and preferences.
