As TV executives, it's essential to make the most informed decisions we can about our content. One way to achieve this is by using demand data from platforms such as Parrot Analytics. Let's examine how we can use the example of "Ancient Aliens" to learn about our audience, value our content, and make better decisions.
Demand data can assist in content valuation. One question we can ask is the baseline value of a title. We can use demand data to determine what a show is worth – both on an individual series level or across an entire library. In the case of "Ancient Aliens," its outstanding demand of 11.1 times the average show in the United States over the past 30 days indicates that the show is a significant asset for any platform that houses it.
In terms of programming decisions, executives can use demand data to discern which titles they should buy to keep their current audience satisfied and which shows they should purchase to expand their viewer base. We can also use demand data to answer a range of questions like how popular my show is relative to the market average, pinpoint what genres or elements resonate most with our audience, and how effective can my marketing campaign be in promoting my upcoming titles.
Distribution companies and TV production companies can also use data to forecast the potential success of their incoming shows. For instance, by examining the global markets where "Ancient Aliens" is the most in-demand, we can determine which markets in the world are interested in this show, allowing for better market segmentation of potential shows.
By gauging demand data of similar shows, like "The Witcher" and "Game of Thrones," entertainment agencies and studios can choose the right talent or the best partner brands to expand their audience. They can also use the content trends and market analyses identified by Parrot Analytics to keep up with the competition, optimize marketing strategies, and stay relevant with their customers.
To conclude, demand data provides TV executives with a plethora of decision-making tools. By examining the performance of the sci-fi documentary series "Ancient Aliens," we have shown how analytical and empirical insights can assist us with better content valuation, programming, distribution, acquisition and marketing decisions. By using demand data to its fullest, television companies can keep up with changing audience trends, maintain their market share, and establish a definitive competitive edge.
