Parrot Analytics' demand data provides a valuable tool for entertainment executives to make more informed content decisions, especially when combined with content valuation. Analysis of "In The Heat Of The Night" for the month of December 2023 in the United States illustrates how demand data can be leveraged by individuals across the entertainment industry.
Content valuation uses demand data to determine the dollar value contribution of a title to a platform in any region. The content valuation system considers factors such as exclusivity, cannibalization effects, and the ability of a TV series to drive subscriptions and reduce churn. "In The Heat Of The Night" has achieved a good level of demand in the United States, with audience demand 4.3 times that of the average title over the last 30 days. As well, the show is ranked at the 92.8th percentile in its genre in December, indicating higher demand compared to 92.8% of all drama titles in the United States.
Demand helps with programming decisions, including decisions surrounding content retention and acquisition. Entertainment executives can use demand data from shows that appeal to their current audience to make more informed decisions about which titles they should acquire, produce or retain. Analysis of "In The Heat Of The Night" shows that audiences watching this show are also watching "Bob Hearts Abishola", "NCIS: Los Angeles" and "Blue Bloods". The Parrot Pulse provides an independent measure of the show's global performance across six dimensions, including worldwide audience demand, travelability, momentum, franchisability, reach, and longevity. Entertainment executives can use these dimensions to learn about their show's global performance in different markets and identify gaps in their content portfolio.
Entertainment executives can also use demand data to optimize pre-release marketing. In the case of "In The Heat Of The Night", it showed a spike in audience demand in late December 2023. Based on this information, executives could have optimized their pre-release marketing campaign to capitalize on the increase in demand.
Additionally, demand data enables entertainment executives to make informed decisions regarding pricing strategies and release dates. Analysis of "In The Heat Of The Night" shows that although its peak demand was 10.3 times the average over the course of the entire year, it peaked at 5.6 times the average in the last 30 days, which is a 45.9% increase.
Overall, demand data provides valuable insights for entertainment executives in making more informed content, acquisition, and distribution decisions. Entertainment executives can leverage Parrot Analytics' demand data to understand global demand for their shows, identify trends, gain insights into audience preferences and optimize marketing campaigns.
