As a TV executive, have you ever wondered what draws audiences to political dramas and how they can stay relevant in a market full of content? To answer these questions, you can use data analytics, like audience demand data, which can help you better understand the popularity of a show and make more informed decisions when it comes to acquiring, distributing, and programming content. Let's take a look at 'House Of Cards' and see how demand data can be useful in your daily decision-making process.
First, demand data can play an integral role in content valuation. With 'House of Cards', for example, you can use audience demand as a way to determine the value of the show relative to other titles in the market. Over the last 30 days, 'House of Cards' has 13.4 times the audience demand of the average show in the United States. Knowing this helps you determine the dollar value that 'House of Cards' brings to your platform if you acquire it or renew it for future seasons based on its relative success.
Another benefit of demand data is helping you understand how to attract and retain subscribers. You can use audience demand to determine what other shows are popular among fans of 'House of Cards' to curate recommendations or strategy for subscriber retention. For example, you might find that fans of 'House of Cards' also like shows such as "Suits" or "Breaking Bad" to make informed decisions when acquiring or programming shows.
Demand data can also help in identifying under-monetized titles, exploring new opportunity markets for content distribution, and optimizing marketing campaigns ahead of premieres. Furthermore, using audience demand, you can assess a TV series' ability to drive subscriptions and mitigate churn. Demand data can help you determine if a show's demand is growing or declining, which can help you make informed programming, renewal, or cancellation decisions.
In this case of 'House Of Cards', by re-examining its performance in global markets, you can determine which markets currently exhibit opportunity to acquire or produce political dramas that resonate with audiences. The show had good demand in major global markets like France, Russia, Poland, United Kingdom, and Germany. This information can help you understand where to target your distribution efforts and programming strategies. You can also forecast your investments, determine whether to focus on global content or niche local content, which title should be situated as tent-pole projects vs. medium risk-high reward projects.
Lastly, understanding the demand of your content across different dimensions can help you make better decisions. For example, measuring the show's longevity over time can tell you how well it held up since it premiered and, therefore, whether it should be added to the catalog content to increase engagement and retain customers. Additionally, momentum, franchisability, and reach can help provide insight into how well your marketing campaigns are performing and whether your show is part of the cultural zeitgeist.
In conclusion, demand data plays a vital role in helping TV executives make better and more-informed investment, programming, content acquisition, and distributing decisions. With 'House of Cards', for instance, executives can utilize demand data to understand what draws audiences to political dramas, value title, acquire new content to gain more subscribers, influence retention and growth of demand, target new markets to produce content and distribute, shortlist titles for franchisability while also optimizing marketing budgets.
