Content valuation uses demand data to answer several questions, including determining the value of a title, its ability to drive subscriptions, mitigate churn, and estimate cannibalization of audiences if a title is available on multiple services. In the case of "Monty Python's Flying Circus," which has 4.7 times the audience demand of the average show in the United States over the last 30 days, with demand increasing recently, it is easy to determine its value. Additionally, compared to the last 90 days, the popularity of the show has been increasing, with its rank moving up by 444 spots during January, with its genre rank being higher than 95.4% of all variety titles in the United States.
As an entertainment executive, you can leverage this information to make more informed acquisition decisions, programming decisions, and distribution decisions. For example, the increasing audience demand for "Monty Python's Flying Circus" should give insight on how to push this show to viewers who have not seen it before, and in this process capture a larger market share. You can also look at the list of top ten markets where the show is most in demand globally, including the United Kingdom, the United States, Hungary, Canada, Switzerland, Australia, Romania, Germany, and Poland, and develop strategies to increase demand in these countries.
Demand data can be used to help TV executives make more informed decisions concerning supply and demand, such as assessing which types of content exhibit opportunity to acquire or produce and discovering under-monetized titles. In the case of "Monty Python's Flying Circus," we can see that its momentum and longevity are good, while its franchisability and reach are okay. Furthermore, its travelability (which quantifies a show's international demand relative to its home market), is decent.
Also, examining audience demand for this show enables OTT/SVOD platforms to acquire the necessary indicators that would assist them in deciding which platform to target for distribution of shows based on demand. The Parrot Pulse measure, which assesses global performance across six dimensions (including travelability, franchisability, longevity, momentum, and reach), provides an independent measure of the show's global popularity. This data can help establish empirical investments suitable for global content investments.
Lastly, demand data can uncover hidden content patterns used to determine strategic partnerships with talent and brands. In particular, OTT/SVOD executives can use affinity analysis (which examines the relationship between different content, brands, and talent that appeal to the same audience) to discover the best talent or brand to partner with to expand their audience.
