The "60 Days In" case study exemplifies how entertainment executives can use audience demand data to make better content, acquisition, distribution, and programming decisions. By leveraging Parrot Analytics' demand measurement system, it is possible to gain insights into the popularity, longevity, momentum, reach, franchisability, and travelability of TV content.
One of the most noticeable insights from the "60 Days In" analysis is its outstanding demand in the United States, with 15.3 times greater audience demand than the average show in the country, an excellent indication of how fans are interested in the series. This data can be used to inform acquisition or distribution decisions as it can provide executives with an understanding of how the show is performing in a particular region. The executives can use this information to make better-informed decisions on whether to acquire or distribute content to specific markets to replicate the success of the series.
With the show's decreasing demand trend, executives could use this insight to plan content adjustments that can help to reignite the show's popularity or evaluate the impact of new competition. The demand trend can also give insights into how audiences are reacting to the show and how they might change over time.
Looking at the genre data that shows demand for the show being at the 98.9th percentile in the reality genre for October, entertainment executives can use this data when assessing competing reality shows. For instance, executives can use data to compare "60 Days In" to other reality shows, and then use that information to assess how well "60 Days In" will perform in the market based on its Demand data, audience engagement data, and sales data.
The analysis of the top ten global markets for the show can also help executives to identify new markets for content distribution. For example, the executives may notice that certain markets have high demand for the show and could valuate how much the show would sell for in each market. They can also determine whether the show is popular or under-performing in comparison to competing shows in those regions, and use this information to develop a localisation strategy.
Moreover, with the show's high franchisability and reach metrics, it is possible to develop a spin-off plan that extends beyond its initial format. By analyzing the show's popularity among audiences, executives can develop a marketing campaign strategy that targets viewers who haven't yet been exposed to the show, ensuring the show reaches new audiences.
In conclusion, this data-driven approach provides entertainment executives with actionable insights and tools that can optimize their content strategy. By assessing the audience demand data from every type of perspective, executives can understand their market position, identify new opportunities for content expansion, and make confident and informed decisions that drive audience satisfaction and profitability.
