If you are an entertainment executive looking for actionable insights to make more informed decisions about content, acquisition, distribution, or programming, then demand data analysis can provide you with the insights you require. Using the example of the TV series "Atlanta," we can see how demand data analysis can help executives in making better decisions.
Firstly, content valuation can use demand data to estimate the value of a title. In this case, "Atlanta" has 16.0 times the audience demand of the average show in the United States over the last 30 days, which means that it is highly in demand and that its value is considered high in comparison to other titles. The high demand could influence a decision to negotiate higher fees or retain the title or license instead of letting it go.
With demand data, you can also answer questions about supply and demand by identifying what types of content exhibit opportunities for acquisition or production. Additionally, tracking demand can help determine what types of content resonate best with audiences, informing content decisions and helping in the development of new titles.
Demand data enables you to quantify the platform-specific marginal revenue contribution of a title and how it drives engagement across the rest of the catalog. For instance, executives can use the demand data from "Atlanta" to estimate its ability to attract and retain subscribers or to mitigate churn.
Furthermore, analyzing demand data can help in creating an optimal release strategy and pricing decision. By understanding where the demand is, what genres are popular with audiences, and how titles compare to other competitors, executives can make choices that maximize viewing figures and revenue. As an example, "Atlanta" has higher demand than 98.8% of all drama titles in the United States, which makes it a strong contender to be part of a network's premium programming and promotional campaigns.
Demand data can also be used to inform franchise and spin-off potential, and in this regard, "Atlanta" has outstanding franchisability (spin-off potential). By analyzing audience demand across different markets and over time, executives can determine whether there is spin-off potential and which characters or storylines could be featured in the next show.
In conclusion, viewing performance through the lens of audience demand data can provide executives with a more in-depth understanding of which titles are resonating, which markets have an interest, what genre is most popular and help to determine strategic actions that maximize revenue and subscriber loyalty. Using the case of "Atlanta," we can see that demand data is valuable for any entertainment executive to improve decision-making.
