If you are an entertainment executive working at an OTT or SVOD platform, content valuation is crucial. Fortunately, content valuation can be powered and informed by demand data. Consider "Hawaii Five-0 (2010)," which has an exceptional demand score of 32.6 times the audience demand of the average show in the United States over the last 30 days. To put this into perspective, only 0.2% of all TV shows have this level of demand. Moreover, the demand for this show has been increasing recently, with it moving up by five spots during December in the United States.
Using demand data, you can determine how to value the content you are acquiring or producing. In the case of "Hawaii Five-0 (2010)," it ranked at the 99.9th percentile in the drama genre in December, with the show's demanding higher demand than 99.9% of all drama titles in the United States. In addition, the Parrot Pulse for this show across six dimensions is outstanding. For example, its travelability is exceptional, quantifying the show's international demand relative to its home market. Its reach is exceptional, meaning it has a dedicated but wide fandom.
Demand data can help you determine the show's overall global performance across the markets it is most in-demand, such as the United States, where the show achieved exceptional audience demand of 21.7x. For your streaming service, you can use demand data to determine which platforms to target for distribution and compare your content against other titles available on the market.
Demand data can also reveal important information about a show's potential for longevity and momentum. In the case of "Hawaii Five-0 (2010)," the show's longevity is exceptional, measuring how well audience demand is maintained over time. The show's momentum, the pace of growth, is likewise exceptional, indicating that it is building a significant and loyal fandom.
Additionally, demand data can inform you on how popular a specific show is within a genre. For instance, for "Hawaii Five-0 (2010)," the show ranked highest in its own drama genre, outranking 99.9% of all drama titles in the US during December 2023. If you are a TV series financing company or an entertainment talent agency, awareness of this information could help you identify trends and patterns for the most popular genres in specific markets, particularly in terms of which elements of existing content do fans like the most.
Finally, demand data can inform programming and acquisition decisions. If you are a linear or pay TV network or content distributor, knowing audience demand will help you determine which titles to acquire or produce to grow your subscribers' base continually. Using demand data can be an efficient and effective way to make decisions about where to put funds to maximize future content investments. You can also use it to optimize release strategies and pricing or to uncover under-monetized titles in both your home market and globally.
