Are you an entertainment executive tasked with making decisions about content acquisition, distribution, programming or financing? Do you know how to leverage audience demand data to make more informed decisions? Here’s how demand data can inform your decision making process: Let's look at how demand data can inform decision making with the example of "Expedition X," a supernatural and paranormal TV series that brings viewers to the stranger side of the unknown.
Content Valuation: How much is “Expedition X” worth to an OTT platform or TV network?
Using audience demand data, a content valuation system can establish the value of a TV series or an entire library. For “Expedition X,” demand has been declining recently, but it still has 5.4 times the audience demand of the average show in the United States, and only 8.6% of all TV shows have this level of demand. However, it’s important to note that the show’s rank in the United States decreased by 1190 spots during November 2023, suggesting that it may be losing some momentum.
Supply and demand: What type(s) of content present opportunities for acquisition or production?
“Expedition X” fans particularly enjoy shows such as “Expedition Unknown,” “Tacoma Fd,” “Gordon Ramsay: Uncharted,” “How The Earth Was Made,” “Solar Opposites,” “Rick And Morty,” “Justified: City Primeval,” “Warrior,” and “The Righteous Gemstones.” Knowing this data can aid in identifying the overlaps in programming that work and could attract the same audience, helping in deciding which titles to seek and procure to add to a platform's or network's catalog.
Programming decisions: Can using demand data inform decisions about future programming?
Demand data helps with decision making when it comes to programming. If the audience demand for a show starts to decline, that show may warrant a cancellation. For “Expedition X,” the show has declining demand in the United States in November 2023, which may suggest that the series should undergo changes in programming to regain its audience.
Marketing strategy: How can demand data help optimize marketing for upcoming series?
Demand data has the ability to inform OEMs on how marketing campaigns should be optimized ahead of the premiere of a show. For “Expedition X,” its peak demand in the last year of rolling was 9.6 times the average, with an increase of 18.4% in the past 30 days. Although “Expedition X” is trending upwards, it may require a marketing push to ensure that it maintains and increases its demand.
Distribution decisions: Demand data informs the selection of the most suitable platforms for content distribution.
With “Expedition X” exceeding average market demand in all of the top 10 global markets where it's currently running, the United States market is currently the biggest, with Netherlands trailing in second place. By leveraging this data, the right platforms for distribution of the content can be selected to maximize audience reach to increase demand and viewership.
In conclusion, Parrot Analytics’ demand data is a valuable resource to aid entertainment executives in their decision making processes. It helps with content valuation, programming, supply and demand, marketing strategy, distribution decisions, and ultimately aids in making more informed decisions. By leveraging audience demand data, whether for buying, scheduling, creating content, and marketing initiatives, the entertainment industry can increase viewer engagement and loyalty, more effectively identify and meet customer needs, and drive revenue growth.
