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How Demand Data Can Help OTT Platform Executives Make More Informed Content Decisions: An Example with "Late Night With Seth Meyers"
As a television executive working at an OTT platform, you face a variety of content-related decisions on a daily basis. Should you renew a series for another season? Should you acquire a library from a content distributor? Should you invest in a new production or talent partnership? These questions and many more require you to measure and evaluate the value of content in a changing and competitive market.
This is where demand data comes in. By tracking and analyzing audience interest and engagement with a specific title, you can gain actionable insights into how to allocate your resources and satisfy your customers. In this article, we'll use "Late Night With Seth Meyers" as an example to illustrate how demand data can help you make more informed content decisions.
First, let's look at the demand trend for "Late Night With Seth Meyers" in the United States over the last month. According to our analysis of global TV demand data, "Late Night With Seth Meyers" has been outstandingly popular in the United States, with an audience demand of 8.8 times the average show. Only 2.7% of all TV shows have reached this level of demand. Moreover, the show's demand has been increasing recently, reaching a peak in late September. These metrics tell you that "Late Night With Seth Meyers" is a valuable title in your market, with a strong potential to attract and retain subscribers.
Second, let's look at the genre popularity of "Late Night With Seth Meyers". Our data shows that the show ranks at the 97.5th percentile in the variety genre in September. This means that "Late Night With Seth Meyers" has higher demand than 97.5% of all variety titles in the United States. Knowing the genre preferences of your audience can help you to shape your programming strategy and target your marketing campaigns effectively.
Third, let's examine the global footprint of "Late Night With Seth Meyers" using our Parrot Pulse metric. The six dimensions we use to evaluate a show's performance are worldwide audience demand, travelability, longevity, momentum, franchisability, and reach. According to our analysis, "Late Night With Seth Meyers" has outstanding demand and longevity, good travelability and franchisability, and good reach. This means that the show has a strong global appeal and potential for spin-offs, but may require more targeted localization and marketing in certain markets to maximize its travelability and reach.
Fourth, let's investigate the audience affinity of "Late Night With Seth Meyers". Our data shows that fans of the show also like "The Late Show With Stephen Colbert", "The Daily Show", "Jimmy Kimmel Live", and other variety or documentary titles. By understanding the co-viewing patterns of your audience, you can identify potential cross-promotion or acquisition opportunities, as well as optimize your recommendations and discovery algorithms.
Finally, let's compare the demand trend of "Late Night With Seth Meyers" over the last year vs. the last 30 days. Our data shows that although the show peaked at 25.5 times the average over the course of the entire year, it peaked at 12.8 times the average in the last 30 days, indicating a decrease in popularity. However, the show's demand is still high compared to the average title, with an average demand of 8.8 times the title average in the last 30 days. This suggests that "Late Night With Seth Meyers" is still a valuable asset to consider for your content portfolio.
In conclusion, by leveraging demand data, you can assess the value of content like "Late Night With Seth Meyers" more accurately and effectively. Demand data allows you to uncover the popularity and potential of a title in your market, identify its genre and audience affinity, evaluate its global performance and spin-off potential, and track its performance over time. By using this data more strategically, you can make more informed content decisions, whether in terms of content valuation, acquisition, distribution, or programming.
