Running a successful OTT platform involves a complex web of decisions such as production, programming, distribution, acquisition, marketing, and monetization. To make informed decisions in these areas, you need to be equipped with the right set of tools and data analytics. Parrot Analytics can help you navigate these decisions and provide you with a competitive edge in the media landscape.
Using the example of "Fringe", which has demonstrated high demand in the US, we can understand how demand data can help you make more informed decisions:
- Content Valuation: Parrot Analytics' content valuation system can reveal the dollar value contribution of any title to any platform in any region. Demand data, such as the outstanding global demand for "Fringe" and sustained audience demand over time, indicates that the show is a valuable economic asset for any platform, distributor, or network in the US or globally.
- Programming Decisions: Demand data can help you understand "Fringe"'s place in the market and make informed decisions. For example, comparing it to other shows that its fan base also watch, "For All Mankind", "Foundation", "South Park", etc., can help you build a programming block that caters to the preferences of these viewers and potentially bring in new subscribers or retain current ones. You can also analyze its demand trend to plan release strategies, whether for weekly or binge-watch consumption, and optimize campaigns for any upcoming seasons or related productions (spinoffs or franchisability).
- Distribution Decisions: Knowing where "Fringe" is most in-demand globally can aid you in mapping local white spaces and discover where you should invest in distribution opportunities, whether through the production of localized versions or via acquisition for licensing or re-distribution to other platforms. Its travelability score and outstanding global demand indicate that "Fringe" could travel well to new markets, making it a viable choice for global expansion for both SVOD platforms and linear pay-TV networks.
- Marketing and Monetization Decisions: Strategic marketing decisions can stem from demand data, such as peak demand for a series, market trend spikes, and real-time insights into demand. This data can guide plans for advertising spend, cross-promotions, and licensing deals to propel awareness and monetization potential. Additionally, demographics and affinity analysis, as seen with "Fringe"'s global reach and high demand in the drama genre, and with similar titles to which its fans are attracted, can uncover untapped audiences for future marketing opportunities.
- Acquisition Decisions: If considering acquiring "Fringe", an OTT platform, studio, or distributor can use Parrot Analytics to quantify content value. Such data allows for measurable metrics to base negotiation and production budgets for any titles, such as ROI, subscriber growth, churn reduction, and exclusivity, with a specific focus on how demand empowers scalable concept testing and answers key questions pertaining to supply and demand. Additionally, comparing the performance of "Fringe" on a year rolling basis versus the last 30 days, its increased popularity in the last 30 days indicates demand for "Fringe" is growing and that acquiring it now could be a smart move.
In conclusion, demand data provides valuable insights into audience preferences and behavior, which can help entertainment executives make informed programming, content acquisition, production, distribution, and marketing decisions. Parrot Analytics can assist in making these decisions, utilizing its content valuation system, practical insights, and deep data analytics to empower executives and companies looking for a competitive advantage.
