Are you a TV executive contemplating the future of content for your platform? Do you want to ensure that you make informed decisions that resonate with your audience? If so, then you need to leverage the power of demand data. The analysis of "Making History" for December 2023 in the United States provides an excellent example of how demand data can help inform content valuation, acquisition/production, and distribution/programming decisions.
Content valuation is based on region-specific audience demand data. Specifically, demand data can help answer questions like "how much is my show worth?" or "what is the baseline value of a title?" "Making History" had a demand of 2.9 times the audience demand of the average United States show over the last 30 days. This denotes solid demand, indicating that revenue projections from ad sales can be generated at a higher rate than the average US show. Only 8.6% of all TV shows have as much demand as "Making History." Its peak rank of #2228 in the United States reflects strong engagement, moving up 1906 spots during December in the United States. Moreover, its ability to improve on its demand shows potential for valuation to increase over time. The increase in demand over the last 30 days from 2.1 times the average to 2.9 times demonstrates the show's growing popularity and potential profitability.
Demand data also powers decisions related to supply and demand, such as what types of content exhibit opportunity to acquire or produce and the value of exclusivity. For "Making History," the data shows that audience demand increased in the US by 27.3% in December 2023, indicating potential for growth, acquisition or further investment, and exclusivity. It also tells us that audience shows of interest were "Last Week Tonight With John Oliver", "Superstition", "Saturday Night Live", and others.
Distribution and programming decisions can be informed by analyzing data surrounding travelability, longevity, momentum, franchisability, and reach. Travelability ranks where a show's international demand stands relative to its home market. Longevity focuses on the maintenance of audience demand over time, while momentum measures the pace of growth. Franchisability indicates the show's potential for spawning spin-offs. Reach tells us how many people are showing interest. The independent measure of its global performance provided by Parrot Analytics on the six dimensions indicates that "Making History" has okay worldwide audience demand across all platforms but poor travelability, momentum, and franchisability. However, the show has good demand in the Netherlands, indicating travelability could potentially be improved by increasing popularity in particular markets.
Overall, demand data is essential for making informed content decisions, including content valuation, acquisition/production, and distribution/programming decisions. It helps you understand how your show is performing relative to the average or other titles available in the market, as well as identify emerging trends that might impact your audience's preferences. Utilizing demand data can now be more critical than ever considering the rapid growth of streaming and competitors for consumer attention and engagement.
