As an entertainment executive, it is crucial to have access to demand data to make informed content acquisition and distribution decisions. Using the example of "Covert Affairs" in November 2023 in the United States, we can explore how demand data can provide actionable insights.
Content valuation, which is an economic valuation system powered by global content demand and supply, can be used to determine how much to spend on content. Parrot Analytics' content valuation system is based on demand data and can reveal the dollar value contribution of any title, to any platform, in any region. By understanding how much a title is worth, executives can make informed decisions on whether to invest in or pass on a particular show.
Demand enables valuing IP globally, meaning it helps to determine what content is most popular in a specific market or on a global scale. By examining the top 10 global markets where "Covert Affairs" is most in-demand over the last 30 days, we found that this TV series outperforms the demand of the average TV show in each of these markets. This means that content executives can use demand data to evaluate whether a show will have global appeal before acquiring or distributing it.
Demand data also powers Parrot Analytics' content valuation system. By using demand data to calculate the platform-specific marginal revenue contribution, executives can assess how a title drives engagement across the rest of the catalog. This information can help them make informed content acquisition decisions because they know how the title will contribute to the platform's bottom line.
Demand data can also be used to assess a TV series' ability to drive subscriptions and mitigate churn. By analyzing how demand for "Covert Affairs" has changed over time, executives can determine whether or not it would be a good acquisition-driving or churn-reducing title. The show's performance on a rolling year basis vs the last 30 days revealed that it has decreased in popularity, indicating a potential increase in churn. With this information, executives can choose to invest in similar shows that perform well in the same genre or that have similar target audiences.
Demand data also informs pre-release marketing. By using demand data to optimize marketing campaigns ahead of the premiere, executives can maximize a show's potential reach and performance. The Parrot Pulse for "Covert Affairs" provides an independent measure of its global performance. By examining its momentum, longevity, and reach, executives can determine how effective its marketing campaign is and whether it is part of the cultural zeitgeist or not.
In summary, demand data can help entertainment executives make informed content decisions. It can help them assess a title's value, determine its global appeal, and evaluate its ability to drive subscriptions and mitigate churn. By using demand data to analyze a show's performance over time and in different markets, executives can make more informed content acquisition and distribution decisions.
