Television executives can leverage the power of demand data to make more informed content, acquisition, distribution, and programming decisions. Using the example of "Justice League" in November 2023 in the United States, we can explore how demand data can be analyzed to enable these decisions.
Content Valuation: Demand data is a crucial element of content valuation that can enable executives to quantify the value of a specific title or an entire library of content. By examining the demand data for "Justice League," executives can ascertain its value in the market. The show has 9.2 times the demand of the average show in the United States over the last 30 days suggesting that the show has an outstanding demand. Executives can use this information to evaluate the value of licensing the show or producing spin-offs.
Programming Decisions: Demand data can help executives to make informed programming decisions, such as what types of content to produce or acquire. In the case of “Justice League”, executives can use the demand data to determine the popularity of the show, what other titles fans of the show are watching, and how the show ranks within its genre, which means they can make more informed decisions about what types of content to invest in.
Distribution Decisions: Demand data can identify which platforms the content should be released on, and more importantly, which platforms should be targeted for distribution of the content. With a global measure of performance through the Parrot Pulse, executives can determine the worldwide audience demand across all platforms and decide on the best distribution strategies and platforms to use, making informed decisions based on audience demand data.
Acquisition Decisions: TV executives are constantly looking for new content to acquire and bring to their platforms, and demand data provides an excellent way to identify the most popular content. Platforms can use demand data to identify which titles are in demand and how much they might be worth, to make more informed decisions when it comes to licensing or acquisition of new content.
Subscriber Retention & Acquisition: TV executives can use demand data to determine which titles will aid subscriber retention. Through the audience demand data, executives can examine which titles will maintain or grow their audience and dedicate resources towards retaining them. Similarly, executives can use the data to inform acquisition strategies and programming decisions to target new segments of subscribers and attract them to their platform.
In conclusion, demand data provides TV executives with essential insights that are critical to making informed content, acquisition, distribution, and programming decisions. With demand data, executives can determine a show's value, understand audience behavior and preferences, and make informed decisions that ultimately lead to successful content strategies. By using the example of "Justice League" and analysis of its demand data, TV executives can begin to see how demand data could enable them to make informed content decisions for their own platforms.
