As an entertainment executive, it is critical to make informed decisions about content, acquisition, distribution, and programming. Demand data can help in this regard, and the case study of "GLOW" is a great example of how it can be useful.
One way to use demand data is for content valuation. Parrot Analytics' economic valuation system is powered by global content demand and supply, and it reveals the dollar value contribution of any title, to any platform, in any region. By using demand data, you can estimate the value of a content library to a platform over time, assess the value of exclusivity, and determine the baseline value of a title. For "GLOW," it has shown to have a high value, with 9.1 times the audience demand of the average show in the United States.
Another way to leverage demand data is to make decisions about supply and demand. By analyzing the show's audience demand in various markets worldwide, it can help you identify localized demand and pinpoint opportunities to acquire or produce content in those regions. It can also help with competitive benchmarking, informing optimal release strategy and pricing, and measuring the effectiveness of pre-release marketing.
Demand data can enable competitive benchmarking, allowing executives to compare their content against other titles available on the market. For example, other shows that fans of "GLOW" also like include "Insatiable," "Anthony Bourdain: No Reservations," and "The Mindy Project."
Additionally, demand data can help with subscriber retention and acquisition. For example, by analyzing "GLOW's" audience demand, it can help executives determine which titles to buy to keep their current audience happy or to grow their audience.
Finally, demand data can inform decisions around franchisability, momentum, longevity, and reach. For "GLOW," it has good momentum and franchisability. Its reach is outstanding, which means that a lot of people are expressing demand for the show. However, it’s longevity might have taken some hit recently, with a decrease in demand for the show.
In conclusion, demand data can be a powerful tool for entertainment executives across platforms, studios, and networks. By understanding audience demand, executives can make more informed decisions about content valuation, supply and demand, subscriber retention and acquisition, and competitive benchmarking. "GLOW" is an excellent example of how this data can be leveraged to make strategic decisions about content.
