Parrot Analytics' demand data analysis for "Endeavour" provides several insights that can help entertainment executives make informed content acquisition and distribution decisions. One way demand data can be used for content valuation is by calculating the ROI that a specific title will bring for a given platform. Parrot Analytics' content valuation system is based on demand data and helps determine how much a series is worth, how much of its value is driven by demand for one of its stars, and its value to a platform over time.
Additionally, demand data can be used to inform the selection of content to be produced or acquired. For instance, executives can use demand data to identify content with higher demand potential and that generates opportunities to acquire or produce new content. This can be helpful when evaluating genres that are trending in local markets, identifying which titles have global appeal, and deciding where to create new spin-offs or franchises.
Demand data can also help executives in subscriber acquisition and retention. By analyzing the rankings of TV shows relative to the market average and identifying shows that people are most interested in, executives can determine which titles to buy to keep their audience happy. Moreover, they can identify which titles can drive subscriptions and prevent churn. For example, they can find titles that are in-demand in the home country of the series and that could be popular in other international markets.
Lastly, demand data helps to power scalable concept testing, optimize release strategies and pricing, uncover under-monetized titles, and improve pre-release marketing. This can be easily achieved by using the Parrot Pulse, which is an independent measure of a show's global performance across six dimensions. The Parrot Pulse provides information on the show's audience demand, travelability, longevity, momentum, francisability and reach, which allows executives to have a 360-degree view of their title's performance.
To apply this to a specific instance, let's say an OTT platform executive is considering acquiring the streaming rights to "Endeavour". By examining the demand data presented for "Endeavour," they can see that the show has above-average demand in all of the top 10 global markets, which includes the US and spans across Europe, Australasia, and Canada. They can use the show's peak and average demand data to estimate its revenue potential and determine whether it's a valuable acquisition. They can also use the Parrot Pulse data to analyze the show's longevity, travelability and momentum to ensure the show attracts new subscribers to their platform and boosts retention.
