As an entertainment executive, you can use demand data to make more informed content, acquisition, distribution, and programming decisions. Let's take the example of "Heartstopper," a British teen drama that explores love, friendship, and loyalty between two teenage boys. Here's a look at how using demand data can guide strategic decision-making in the entertainment industry:
- Content valuation: By using demand data, you can determine how much a TV series or movie is worth to a streaming platform. Parrot Analytics content valuation system is powered by global content demand and supply, enabling you to quantify a title's dollar value contribution to any region and platform. By examining the audience demand for "Heartstopper," you can assess its economic value to different platforms.
- Comparative performance analysis: One way to assess a TV series' success is by comparing its performance over time. The demand for "Heartstopper" has been declining slightly, but given that this show still has 7.4x the audience demand of the average show in the United States and ranks at the 97.8th percentile in the romance genre, it is still a noteworthy show. By examining performance data, you can assess whether to continue investing in a particular show or movie.
- Global market performance: Using global demand data, you can identify which markets have the highest demand for a show. For example, "Heartstopper" is highly in-demand in the United Kingdom, with audience demand at 10.7x the title average. This information can guide decisions about which markets to prioritize for distribution and marketing efforts.
- Travelability: Studying the show's travelability helps you understand international demand for "Heartstopper." The show's international demand is good, which means that it has significant potential to attract global audiences. This data can inform decisions about how to distribute or market the show overseas.
- Longevity: A show's longevity refers to how well audience demand is maintained over time. In the case of "Heartstopper," its demand appears to be good, indicating that it has potential for long-term success. This information can help guide decisions about whether to invest in additional seasons or related spinoffs.
- Competitive benchmarking: By examining audience demand for similar titles, you can better understand your show's competitive positioning in the market. For example, other shows that fans of "Heartstopper" also like are "The Walking Dead," "Loki," and "Killing Eve." By comparing its performance to other shows, you can identify areas where the show can improve.
- Pre-release marketing: By using audience demand data to predict how well a show is likely to perform, you can better optimize pre-release marketing efforts. In the case of "Heartstopper," demand for the show spiked in late December 2023, which could be used to inform targeted marketing during this time.
- Subscriber acquisition and retention: When deciding which titles to buy for your platform, it's important to consider which ones will attract and retain subscribers. "Heartstopper" has good demand in the US, indicating that it could be a good acquisition to help grow your subscriber base. Similarly, if you're looking to keep your current audience engaged, monitoring demand for existing titles can help guide your programming decisions.
In conclusion, by analyzing the demand data for a show like "Heartstopper," you can make more informed decisions about content valuation, comparative performance, global market performance, travelability, longevity, competitive benchmarking, pre-release marketing, subscriber acquisition, and retention, and programming decisions. By leveraging demand data, you can make smarter decisions about where to allocate your resources and which areas to prioritize for growth.
