As an entertainment executive, you want to make more informed content, acquisition, distribution, and programming decisions. One way to achieve this is by leveraging demand data to inform strategic choices. Let us look at how demand data can be used to assess the performance of a TV series.
The demand for "Atlanta" is outstanding. This show has a demand of 13.1 times the average show in the United States over the last 30 days. This level of demand places "Atlanta" among the top-performing shows in its genre. For TV executives, leveraging demand data is essential when making content valuation decisions. The high demand for "Atlanta" in July 2023 suggests that the series has strong commercial value.
Demand data can also be used to identify the target audience for a TV series. For instance, "Atlanta" ranks in the drama genre's 98.0th percentile, meaning that it has higher demand than 98.0% of all drama titles in the United States. Understanding a series' performance in its relevant genre is fundamental to content acquisition decisions. You want to know who is viewing the series, how they feel about it, and how it relates to other content in the same genre.
Comparing the show's performance on a 1-year rolling basis vs. the last 30 days can help TV executives anticipate the audience's potential fatigue with a series and, in consequence, develop strategies to combat it. Although "Atlanta" peaked at 33.9 times the average over the course of the entire year, it peaked at 14.2 times the average in the last 30 days, signaling a decline in popularity.
The top 10 global markets where "Atlanta" is most in-demand over the last 30 days offer exciting insights into the international appeal of a TV series. In each of these markets, "Atlanta" outperformed the demand of the average TV show, highlighting the show's cross-border potential. TV executives can leverage this information to create content that is globally relevant and appeals to a wider audience.
Demand data can also inform marketing strategies. For example, the spike in demand for "Atlanta" in late July 2023 provided a useful indicator of the impact of a marketing campaign or promotional activity. It is also wise for TV executives to keep track of competitor series, such as "Succession" and "Better Call Saul," that have a similar fan base to "Atlanta."
Finally, it is essential to report on a TV series using independent metrics to provide a comprehensive picture of the show's performance. Parrot Analytics' Parrot Pulse measures a show's global performance across six dimensions: audience demand, travelability, longevity, momentum, franchisability, and reach. For instance, analysing "Atlanta" across these dimensions shows that its worldwide audience demand and travelability are both outstanding. Its longevity, momentum, franchisability and reach are also outstanding. These metrics are useful for providing both a single series and overall company performance analysis.
Demand data is vital to making more informed content, acquisition, distribution, and programming decisions. By examining audience demand, TV executives can identify target audiences, predict the potential for a show's fatigue, and create marketing strategies that generate long-term success. Integrating demand data into TV executives' thought processes can ultimately lead to more profitable and successful content.
