The success of "H2O: Just Add Water" in the United States during December 2023 demonstrates the value of using demand data to make informed content decisions. Here are four key ways entertainment executives can use this type of data to inform their programming, distribution, and acquisition choices:
1. Determine a show's worth: Demand data can be used to help entertainment executives assess the value of a TV series or an entire content library. By using Parrot Analytics' content valuation system, they can estimate the dollar value contribution of any title and make more informed decisions about how much to spend on content. In the case of "H2O: Just Add Water," its good demand signals high value and suggests the show would be a great addition to any platform looking to acquire new content.
2. Optimize marketing campaigns: In the lead-up to a show's premiere, demand data can be used to fine-tune a marketing campaign to optimize reach and engagement. By analyzing demand trends over time, entertainment executives can identify when demand spikes, as was the case with "H2O: Just Add Water" in late December 2023. This information can be used to plan promotional activities, such as special previews, social media campaigns, and targeted advertising.
3. Identify opportunities for global expansion: Using data on how "H2O: Just Add Water" performs in the United States compared to its home market of Australia shows the show has good travelability. Entertainment executives can use similar demand data to assess the international appeal of a particular title, which can help them determine which regions to focus on for expansion. In this case, data shows the series performing well in the Netherlands, Czechia, Russia, and other countries, indicating opportunities for further distribution.
4. Compare titles: Another important application of demand data is benchmarking. Comparing "H2O: Just Add Water" to other titles available on the market can give entertainment executives a better sense of its competitive strengths and weaknesses. By analyzing what other shows fans of "H2O: Just Add Water" also like—such as "Star Trek: The Next Generation," "South Park," and "Bones"—entertainment executives can gain insight into the preferences of the show's audience and use this information to inform programming and marketing decisions for similar titles.
In conclusion, demand data provides valuable insights into the popularity and performance of TV series. Entertainment executives can use this data to inform content decisions, optimize marketing campaigns, identify opportunities for global expansion, and benchmark titles. The insights extracted from the analysis of "H2O: Just Add Water," such as its high demand value, growing popularity, and good performance in key markets, show the potential of using demand data to make informed content decisions that encourage audience engagement and maximize ROI.
