If you are an executive in the entertainment industry, you may be interested in how to use demand data to make more informed content decisions. For instance, you may be seeking guidance on how to make better acquisition or distribution decisions, understand your audience's preferences, or plan out effective programming strategies. Examining the case of "9-1-1" in September 2023 in the United States, we can see how demand data can be leveraged in the decision-making process.
One significant advantage of demand data is that it can give a valuable insight into content valuation. An economic content valuation system can use global demand data to attribute a dollar value contribution to any title, on any platform, in any region. Understanding your content's value and the specific demand drivers behind it will allow you to make more informed investment decisions, such as determining how much to spend on content or licensing fees.
Analysing the case of "9-1-1" in the United States over the last 30 days reveals that it has 16.1 times the audience demand of the average show in the United States. This show is in the 2.7% of all TV shows that have this level of demand, which is an excellent performance. Additionally, we can see that while its demand has been decreasing recently, its demand in September has spiked. It is essential to consider both the short-term and long-term demand for a title to determine its overall value accurately.
Another way demand data can help with content decisions is by understanding audience preferences. For example, audience data shows that people who enjoy "9-1-1" are also likely to enjoy shows like "The Rookie," "Chicago Fire," "Grey's Anatomy," among others. By understanding these audience preferences, you can create effective programming strategies that appeal to your target audience.
Additionally, demand data can help you plan a sound global expansion strategy. By examining the top ten markets, we can see "9-1-1" outperforms the demand average in each of the countries ranking from the United States to Portugal. Understanding market demands and preferences can help you target specific regions and create locally relevant content.
Finally, demand data can be utilised to measure the different dimensions of a show's performance, such as momentum, reach, and travelability. The Parrot Pulse measurement for "9-1-1" reveals that the show's global performance is outstanding, indicating it has a wide reach and excellent momentum. Its ratings in longevity and franchisability are likewise good, indicating that the show can sustain its position over time and has spin-off potential. Understanding a show's performance dimensions can help create an effective marketing plan or production strategy.
In conclusion, demand data is a powerful tool that can assist you in making informed decisions about your content. By understanding your content's value, audience preferences, and performance dimensions, you can make better investment, acquisition, development, and distribution decisions. Analysing the case of "9-1-1" illustrates how demand data analysis can provide meaningful insights to that television executive or talent consultant alike.
