When it comes to investing in content, producers, TV networks, and SVOD platforms have to be certain they are investing their funds in the right shows that will drive engagement and boost subscriptions. Parrot Analytics provides the solution to this challenge through demand data. This way, TV executives get to sift through the immense amount of information on the internet and make better-informed decisions to produce, acquire, distribute, and program content.
In the case of "9-1-1," first responders' drama TV series, it is a show with high demand data in the United States, placing 17.5 times higher than the average show in the home country over the last 30 days. This level of demand can be used to determine the content's valuation and the platform's marginal revenue contribution. In terms of exclusivity, it has proven to be a strategic asset for a streaming platform because it disproportionately retains and attracts subscribers and positions itself above the competition.
Furthermore, by examining the top ten global markets where "9-1-1" is most in-demand over the last 30 days, we have discovered that Russia is the second-biggest market globally, indicating that the show's travelability is good. Travelability quantifies a show's international demand relative to its home market. It shows that geographic expansion needs to be considered, and effective content distribution decisions can be made. This can include identifying and targeting currently under-served demand or suitable OTT platforms for distribution.
Also, audience demand informs the TV network about the kind of decisions they can make about programming, for instance, the average demand for shows over the year compared with the last 30 days can suggest seasonality impact on performance and inform tactical programming adjustments.
Another way demand data can be applied to helping TV executives make more effective content and programming decisions is by determining which titles they can use to attract new subscribers and retain current subscribers on a platform. "9-1-1" has a reach of the number of people showing their demand for the show in the United States, which is outstanding. Its popularity in the crime genre is excellent, further enhancing its ability to drive both churn reduction and acquisition. In addition, other titles that viewers who enjoy this TV series are consuming can also create strong signals to invest in the acquisition and distribution of those titles.
Finally, demand data can help in competitive benchmarking as TV executives can do a side-by-side comparison of their titles against other titles in the market. With demand data, the TV executive can optimize their pre-release marketing campaign ahead of the premiere and ensure their content is being viewed by the right audience on their platforms.
Parrot Analytics provides TV executives data-driven insights that help in making smart content, acquisition, distribution, and programming decisions while ensuring that they are capitalizing on trends and opportunities for growth, noting that the case for "9-1-1" provides only a small glimpse into what data and insights can do to inform better decisions.
