OTT platforms and SVOD platforms need to make informed content acquisition decisions to meet the demands of their audience, and understand how their titles are performing in competitive markets. In this case, using demand data from our content valuation system can help executives identify key trends to guide their decision-making process.
Content valuation uses demand data to answer these questions for a specific show or library: how much is the series worth, what is the baseline value of a title, and how is it performing as an acquisition-driving or churn-reducing title. Using the demand data for “Misfits” in the United States, we can answer such queries for this show. The data shows that demand has increased in the last month.
Furthermore, the show has been able to sustain its outstanding level of longevity over time, which is of great value to any platform. When assessing international demand for a show, executives can use the travelability metric to understand viewership in markets outside of a show's origin. For instance, the show’s travelability is good; however, even though the show achieved good audience demand in other countries such as France, Canada, Brazil and Poland, it is not yet performing well in China.
Demand data reveals five key dimensions of a show's performance: audience demand, travelability, longevity, momentum, franchisability, and reach. Its excellent level of audience demand in the United States makes it an attractive choice for acquisition by platforms. While its travelability and franchisability are okay, it has an outstanding level of longevity, which can help maintain audience engagement and retention. Furthermore, the show has exhibited good momentum in audience growth momentum in the past few months.
The insight generated by demand data can inform other programming decisions as well. For instance, content distributors can acquire or produce shows based on the opportunity presented by content that exhibits decent audience demand potential. On the other hand, a pay TV or a linear network can use the affinity analysis aspect of demand data to discover the best talent or the best brand to partner with in expanding their audience.
Finally, understanding audience demand helps guide marketing decisions for the show. By examining the top 10 global markets where "Misfits" is most in-demand, we find that the show outperforms the demand of the average TV show in each of these markets. This information can help executives tailor pre-release marketing campaigns to boost demand further when it becomes available on a streaming platform. All of these examples demonstrate the tremendous value that demand data brings to the decision-making process, and how it enables executives to understand the true value of their content on a regional or international level.
