As an entertainment executive, it is crucial to make informed content decisions, and demand data can provide valuable insights into audience preferences, trends, and behaviors. Let's take the example of "Have A Laugh!" and see how demand data can help in content valuation, programming, and distribution decisions.
Firstly, we can use the demand data to value the show. "Have A Laugh!" has been in the market since 2009 and has maintained an average demand of 2.8 times the average title over the last year. However, in the last 30 days, the demand has increased to 3.4 times the title average, indicating a potential increase in its value. Furthermore, the show has achieved a peak demand of 6.4 times the title average over the year, suggesting strong franchise potential.
Secondly, the demand data can help in programming decisions. "Have A Laugh!" has a higher demand than 87.7% of all comedy titles in the United States, indicating its popularity among the audience. Moreover, the show achieved a good audience demand in the United States, its number one market globally. However, the show's travelability is poor, which means it might not perform as well in international markets. Therefore, the programming team can utilize this information to decide whether to distribute the show globally or focus on its domestic market.
Thirdly, the demand data can inform distribution decisions. "Have A Laugh!" has higher demand than the average show in all the top 10 global markets where it is popular. This indicates that the show has potential for distribution in these markets. Moreover, the show's peak demand has increased by 41.4% compared to its rolling year average. This suggests that there is a spike in demand for the show, and the distribution team can capitalize on this trend by increasing the availability of the show on various platforms to cater to the audience's needs.
Fourthly, the demand data can aid in acquisition decisions by indicating market potential. As the show is performing well in several markets, it might be worthwhile to pursue its acquisition or licensing to increase the content offering and attract new subscribers. Additionally, examining the audience's affinity for the show and similar content can inform acquisition strategies and help in acquiring content that aligns with the audience's preferences.
Finally, the demand data can help in making overall content decisions by providing insights into audience behavior, trends, and preferences. The show's momentum is okay, and longevity is good, indicating that the audience is maintaining interest in the show over time. The audience demand has spiked in late October 2023 in the United States, suggesting that the show is part of cultural zeitgeist. The demand data can further inform creative decision-making by identifying which elements of the existing content fans like the most and optimizing the upcoming production for success.
To sum up, demand data is a valuable resource for entertainment executives working in various roles, from acquisition to production to distribution. It can be used to value content, inform programming decisions, aid in distribution decisions, and inform acquisition strategies by providing insights into audience preferences and behavior. With powerful analytics platforms like Parrot Analytics, content executives can make informed decisions in a fast-paced, ever-changing entertainment industry.
