As an entertainment executive, one of the key challenges is deciding which shows to invest in, acquire, distribute, or program on a platform. This decision requires a deep understanding of audience demand, which has become more important than ever in the streaming era. Parrot Analytics provides a unique content valuation system based on a global demand dataset that can help inform these critical content decisions. To illustrate how demand data can help a TV executive like you make more informed choices, we will be using "Jury Duty" as an example.
Firstly, "Jury Duty" has been experiencing exceptional demand over the last 30 days, with 9.9 times higher audience demand than the average show in the United States. This high demand signifies that "Jury Duty" is a valuable asset, especially in the comedy genre, where it ranks in the top 96.1%. However, it is essential to note that although the show's peak demand was 24.3 times the average over the course of the entire year, it peaked at 13.1 times the average in the last 30 days, which is a 46.2% decrease. This indicates that the show's popularity has decreased in recent months.
Demand data can help TV executives understand the popularity of a show and how to allocate content funds. By using Parrot Analytics content valuation system, executives can determine the dollar value contribution of any show or library to a platform in any region. In the case of "Jury Duty," we can estimate the value of the series globally and in each market. On a rolling year basis, "Jury Duty" had an average demand of 13.8 times the average title; compared to the average demand of 9.9 times the title over the last 30 days, which signals declining popularity.
The demand data for "Jury Duty" can help executives make more informed acquisition decisions. For instance, other shows that fans of "Jury Duty" also like include "Poker Face," "South Park," "The Last Of Us," and "Why Women Kill." Acquiring such similar titles may help retain the show's current viewers and attract others. Additionally, the data indicates that "Jury Duty" has excellent travelability, meaning the show is internationally in demand. Therefore, it is valuable to assess where the show may perform well in the future.
Demand data also aids TV executives in marketing decisions, particularly regarding pre-release campaigns. Parrot Analytics' momentum metric measures the pace of growth - in the case of "Jury Duty," its pace of growth is good, while its longevity score measures how audience demand is sustained over time, which is also good. This suggests that the show may be suitable for pre-release marketing campaigns, leveraging its momentum to drive word of mouth before its actual release.
Another critical application of demand data is to inform decision-making regarding supply and demand. In the case of "Jury Duty," its demand is exceptional in multiple markets, including the United States, Brazil, Russia, the Netherlands, Australia, Canada, Poland, the United Kingdom, and Israel. This suggests that the demand for similar shows is high, and production companies may find such data valuable in deciding which shows to greenlight.
Finally, demand data provides critical insights into the show's audience and can aid the development of bespoke marketing campaigns, partnerships, and event sponsorship. By measuring the affinity between the fans of "Jury Duty" and other shows or brands, executives may understand better the show's suitability for partnerships.
In conclusion, by leveraging demand data, TV executives can make more informed decisions regarding content valuation, acquisition, distribution, and programming. The example of "Jury Duty" highlights how demand data can aid executives in making such strategic decisions. TV executives should continually analyze audience demand data to make more informed decisions, regardless of the stage in the content lifecycle.
