As entertainment executives, you are consistently faced with decisions about programming, acquisition, distribution, and content investment. Encountering such decisions can be overwhelming and risky, especially with the amount of content on the market today. This is where demand data comes in to help make informed decisions that expand your platform's reach and better retain its subscribers.
Demand data can be used to assess a TV series' ability to drive subscriptions and mitigate churn. One way to quantify such a prediction is to calculate the dollar value contribution of a title to a platform, in any region, which is the basis of Parrot Analytics' content valuation system.
In the case of "Killing It," a US-based comedy produced by Company A, we see that the show has demonstrated a high level of audience demand in October 2023. With demand that is 9.2 times the average show in the United States over the last 30 days, this show has been outstanding. Further analysis shows that the show achieved its peak rank of #665 in the United States whilst exhibiting more demand than 95.4% of all comedy titles in the US. Additionally, during October, audience demand for the show increased in the United States by 30.6%, spiked in late October, and the show moved up in its rank by 254 spots.
By examining the top 10 global markets with the most demand for "Killing It" over the last 30 days, it is evident that the series has been globally successful. With outstanding audience demand of 6.0x in the United States, the show outperforms the demand of the average TV show (1x) in each of these markets.
When considering content investment, acquisition, and distribution, demand enables you to map local whitespaces. This can be achieved by assessing what the most popular genres in your local market are. For "Killing It," It is worth investigating whether the show is fare enough to travel and air in other markets outside the United States that had high demand. Requesting localized data for other markets will reveal the extent to which the series travels to different regions.
Demand data can also help analyze specific market trends such as from October 2023. Due to the positive on-screen performance of "Killing It," content companies could consider replicating the theme of “class, capitalism, and one man's quest to achieve the American dream” into other series. Furthermore, examining the top 10 shows that fans of "Killing It" also like, including "The Wheel Of Time" and "Foundation," showcases which genres are resonating the most with viewers, creating a data-driven blueprint for further creative decisions and content investments.
In addition, since demand powers Parrot Analytics' content valuation system, content companies can calculate the ROI of particular titles, and how they contribute to platform-specific marginal revenue. With the decline in demand for "Killing It," it might be worth reconsidering whether or not investing further in producing additional episodes of this series will be a good investment in terms of future returns. Finally, reaching audiences in new global markets, increasing the show’s reach, longevity, and momentum in different countries, and creating a spin-off could potentially bring in a new revenue stream.
