As an entertainment executive, there are many ways demand data can inform your content valuation, acquisition, distribution, and programming decisions. Let's consider the case of "Chernobyl" in the United States in August 2023 as an example.
Firstly, demand data allows for content valuation. Parrot Analytics content valuation system, powered by global content demand and supply, can reveal the dollar value contribution of any title to any platform in any region. Using demand data, executives can determine the ROI a specific title will bring for any given platform, assess a TV series' ability to acquire or retain subscribers and mitigate churn, estimate cannibalization of audiences if a title is available on multiple services, find new opportunity markets for content distribution, and value exclusivity.
In the case of "Chernobyl," we know that its demand in the United States is 9.4 times the audience demand of the average show suggesting that it is highly valued by American audiences. Similarly, it is the number one show globally in the United Kingdom where audience demand is outstanding. Comparing over time, we see that its momentum, franchisability, travelability, and reach are all outstanding. These are all factors that contribute significantly to content value.
Secondly, demand data can guide acquisition decisions. By understanding audience tastes, content gaps in the market, and the performance of similar titles, executives can make informed decisions about what type(s) of content exhibit opportunity to acquire or produce. For example, knowing that "Chernobyl" fans also enjoy "The Mandalorian," "The Last of Us," and other shows could inform the acquisition of similar titles.
Thirdly, demand data can inform programming decisions. Understanding the show's travelability and reach can guide decisions about which regions or platforms to target for distribution, as well as the best release strategy and pricing for the content. Additionally, monitoring audience demand over time can inform decisions about investing in catalog content to increase engagement and retain customers.
Fourthly, demand data can support distribution decisions. Knowing which platforms a show performs best on, how well it is maintained over time, and its franchisability can inform decisions about which platforms to target for distribution of the content.
Finally, demand data can inform strategic decision-making more broadly. Using Parrot Analytics' demand data, executives can answer questions such as how popular a show is relative to the market average, how popular it is in different global markets, and what genres are resonating most with their audience. This data can help with decisions concerning supply and demand, optimal release strategy and pricing, subscriber retention, and acquisition.
In conclusion, demand data is an incredibly important tool for entertainment executives in making informed content valuation, acquisition, distribution, and programming decisions. The case of "Chernobyl" in the United States in August 2023 helps to demonstrate its utility. By leveraging demand data, executives can more effectively target their audiences, make data-driven decisions, and ultimately optimize their returns on investment and success in the ever-changing entertainment industry.
