As an entertainment executive, understanding the performance of TV shows in the market you seek to exploit is important. Demand data provides a wealth of information that can help make more informed content decisions, as well as acquisition and distribution decisions specific to your SVOD, linear network or pay TV network. In this article, we will use "Corner Gas" as an example to explain how demand data can be interpreted to give insights into market behavior and best practices for creating and distributing TV shows.
One strategic decision that an entertainment executive can make is assessing the content valuation of a specific series. A Content Valuation system like the one developed by Parrot Analytics is an economic valuation system that uses global content supply and demand to determine the dollar value contribution of any title in any region. In the case of "Corner Gas", the show has a demand of 3.3 times the average show in the United States, with only 8.6% of all TV shows having this level of demand. By continuously monitoring the show's demand, an entertainment executive can see how the show's valuation fluctuates over time. For instance, "Corner Gas" has been steadily increasing in demand recently, which may signal an opportunity to content buyers seeking to acquire or distribute this show.
Another important reason why demand data is relevant to an entertainment executive is how it informs the TV platform and network fit. Based on the information we have, we can see that the demand for "Corner Gas" in Canada, the show's country of origin, is the highest globally, followed by the United States. But in Europe, the demand is described as "okay" in several countries. This information can enable an entertainment executive to better allocate their marketing budget by focusing on countries where there is already more audience interest in the series. They could leverage this information to target countries with less demand and create marketing campaigns with a high potential for impact.
Demand data can also help TV executives to assess the performance of a show in the market and determine if a show should be renewed or not. If we look at "Corner Gas" in the United States, it decreased in rank by 408 spots in January, and demand decreased by 22.3% on average. However, the demand spiked in late January, giving some hints of a possible opportunity to re-engage audiences with the show. An entertainment executive will be able to leverage this information to understand the absolute and relative ranking of the program across time and how successful its marketing has been.
An additional reason demand data is important in content valuation is assisting in assessing long-term performance and how popular the show has been across time. For "Corner Gas", longevity is high, meaning the show has maintained its audience demand over time. It indicates that the series has been popular for an extended period and has a consistent fanbase. This information can be beneficial when the studio considers franchise or spin-off possibilities. Demand data on the long-term performance of a TV show can assist in decisions on whether the show is still resonating with its audience, whether new audiences are discovering it, and whether it is worth investing in further.
Demand data is also helpful to entertainment executives in making informed decisions concerning supply and demand. For instance, executives can leverage Parrot Analytics' demand data to determine what content type exhibits opportunities to acquire or produce. In the case of "Corner Gas," looking at the top 10 global markets where the show is most in-demand over the last 30 days, we can see that the show outperforms the demand of the average TV show in each of these markets. This information informs content creators and distributors on where more audience interest lies and signals where they should focus their resources to maximize investment in and around the show.
In summary, for entertainment executives, leveraging demand data can inform their strategic decision-making process and make their content acquisition, distribution, and programming decisions more targeted and reliable. For content valuation, it can reveal the true value of TV series, assisting in pricing, licensing and distribution decisions. Understandably, with the vast amounts of data, the insights gained must be precise, flexible, and adaptable to create a superior-market strategy. Demand data can also reveal trends in TV series and what causes demand to increase or decrease, which can help to understand how to best market the series and plan its release. Additionally, demand data helps to inform creative decisions around content creation and provide exciting insights into underserviced niches. By making use of demand data, entertainment industry executives can stay ahead of the competition by understanding what works best in their target markets.
