As an entertainment executive, understanding audience demand is key to making informed content decisions. The example of "Lupin" in the United States during Oct 2023 illustrates how audience demand data can be used to make effective decisions across various areas of the industry.
Content Valuation:
One of the primary ways in which audience demand data can be used is in content valuation. Parrot Analytics' content valuation system uses demand data to reveal the dollar value contribution of any title to any platform in any region. By examining the level of demand for "Lupin" in the United States, executives can gauge its value to acquire or distribute on their platform or network.
Acquisitions and Programming Decisions:
By analyzing audience demand data, executives can make informed acquisition and programming decisions. For instance, the outstanding demand for "Lupin" suggests that the show has the potential to attract and retain a significant number of subscribers. Executives can also examine similar shows that fans of "Lupin" also like to identify other titles to acquire or produce.
Distribution Decisions:
Audience demand data can help executives identify where a show is most in-demand and map local whitespace. For example, in the case of "Lupin," it performed exceptionally well in France, Italy, Russia, Germany, India, Netherlands, China and Canada. With this information, executives can make informed distribution decisions.
Marketing Strategy:
Executives can use audience demand data to develop marketing strategies that optimize a show's potential for success. For instance, the spike in demand for "Lupin" in mid-October suggests that its marketing campaign was particularly effective during that time. In a similar vein, executives can use audience demand data to assess the popularity of a show relative to other titles and competitors, and to plan their marketing strategy accordingly.
ROI:
Audience demand data can also help executives calculate the return on investment for specific titles on any given platform. By analyzing a show's demand data, executives can determine how much revenue it can generate and how it drives engagement across the rest of the catalog. In the case of "Lupin," its outstanding audience demand across six dimensions - worldwide audience demand, travelability, momentum, reach, longevity, and franchisability - indicate that it has significant franchise and spin-off potential, increasing its potential ROI.
In summary, understanding audience demand data helps executives at OTT, SVOD, finance, talent, production, studio, distributor, linear, and pay TV networks make informed content, acquisition, distribution, programming, and marketing decisions. In the case of "Lupin," significant global demand highlights the show's value and potential for ROI, emphasizing the importance of using data to make informed decisions.
