Demand data is crucial for entertainment executives when making strategic decisions about their content, whether it be for content acquisition, distribution, programming, or content valuation. Analyzing the performance of "Dorohedoro" in the United States in December 2023 provides a good example of how demand data can help with these decisions.
Content Valuation:
Parrot Analytics’ content valuation system is based on demand data and helps determine how much a specific title is worth, how much of its value is driven by a specific actor or genre, and how much of its value is tied to its exclusivity. With demand data, we can calculate the return on investment a specific title will bring, assess a TV series’ ability to acquire subscribers and mitigate churn, and estimate the value of a content library over time. As for "Dorohedoro," demand data shows that its demand is four to five times higher than the average TV show in the United States for the last 30 days. This high level of demand suggests that it holds considerable value to a platform, and that it should lead to strong subscriber growth and retention on that platform.
Acquisitions and Programming:
Demand data informs which types of content show potential for acquisition or production. Analysis of "Dorohedoro" shows that the show spiked in late December 2023 in the United States, indicating a possible surge in interest. Executives can leverage this information to guide their acquisition decisions and programming strategies. Furthermore, assessing "Dorohedoro" in the context of shows that its fans also like can help executives identify additional content to acquire or produce for their platforms or networks.
Distribution:
To reach the right market, entertainment executives need to understand dominant genres in that market. Demand data can be used to identify the popular genres in a local market and the shows that are most sought after in that market. In the case of "Dorohedoro," we see that the show's demand in the United States is 156% higher than its demand in its home market, Japan, indicating a more significant opportunity in the US. Using this information, executives can make informed decisions about where to target their distribution strategies globally.
Subscriber Retention and Acquisition:
When deciding on programming, executives must think about how certain titles can retain current audiences and attract new ones. One way to judge a show's ability to attract and retain subscribers is through its demand data. "Dorohedoro" had a drop in its demand in the US of 15.5% during December. While executives may see this data as a cause for concern, it’s important to note that demand for the show is still excellent relative to the average TV show, indicating that "Dorohedoro" is likely to help acquire new subscribers for a platform.
Finally, demand data also illuminates how well a show's fan base sustains its interest over time (longevity) and how much a show can continue to expand its following through spin-offs and franchises ranging from comics to video games (franchisability). Understanding these variables can be particularly useful when optimizing the marketing of a show ahead of its premiere or through its lifespan.
