For entertainment executives, demand data can be a valuable tool to evaluate content for their respective platforms or networks, and inform decisions around content valuation, acquisition, distribution, and programming. The examples provided by "House of Cards" illustrate how demand data can be used in practice.
One of the primary applications of demand data is content valuation. Using Parrot Analytics' content valuation system, executives can determine how much a series is worth, assess its contribution to the platform's bottom line, and estimate ROI. In the case of "House of Cards", the show has demonstrated outstanding demand, with 14.0 times the audience demand of the average show in the United States over the last 30 days. This information can inform a platform's decision to continue acquiring this content and further monetize its IP through spin-offs or franchises.
Demand data can also be useful for evaluating supply and demand. By analyzing trends within genres, executives can assess what type of content exhibits an opportunity to acquire or produce. The demand insights for "House of Cards" indicate it's in the drama genre, which is the 98.3th percentile in the United States, indicating that it has higher demand than 98.3% of all drama titles in the United States. The content valuation system can further help assess the value of investing in a particular genre.
Moreover, parrot analytics demand data allows content creators to optimize their marketing campaigns and premiere release strategies. For example, examining "House of Cards", its audience demand increased 3.8% during November, and demand spiked at the end of the month. This information can help inform optimal release strategies for future similar content releases, as well as pre-release campaigns.
Additionally, demand data provides useful information regarding audience preferences by revealing what content viewers of a particular show also enjoy. By exploring titles with similar audiences, executives can acquire additional shows that will appeal to their platform's current audience. For example, fans of "House of Cards" are also fans of titles such as "Game of Thrones", "The Walking Dead", "Yellowstone", and "Westworld", to name a few.
Finally, demand data can provide useful information on the geographical distribution of demand for specific content. This information can help content distributors, studios, and other players in the entertainment industry to target specific markets. Looking at the performance of "House of Cards" over the last 30 days, the series has an outstanding audience demand rating of 13.9x in the US, while China is ranked second where demand is also outstanding. These insights can further be used to measure audience engagement in other areas such as Italy, Poland, Germany, the United Kingdom, and Canada. By leveraging such demand insights at each region's level, content distributors and studios can develop content strategies that will cater to the demand of their global audience.
In summary, demand data is a valuable tool for executives to evaluate content for their respective platforms or networks. The "House of Cards" example highlights how the insights gained from demand data can play a significant role in content valuation, supply and demand evaluation, premiere release strategies, geographical distribution of content, and audience preferences. By leveraging such data, entertainment executives can make more informed content decisions, acquire a deeper understanding of their audience, and ultimately increase engagement and grow their platforms.
