As a TV executive, understanding demand data can help you make more informed decisions, whether it relates to content development, acquisition, distribution, or programming decisions. Parrot Analytics content valuation system is based on demand data, which reveals the dollar value contribution of any title to any platform in any region. Using the example of "On My Block" for the month of January 2024 in the United States, we will explore how demand data can be used to make strategic business decisions.
Firstly, content valuation uses demand data to answer the question, "How popular is my show relative to the market average?" According to Parrot Analytics' demand data analysis, "On My Block" has 6.2 times the audience demand of the average show in the United States over the last 30 days. This places it in the top 8.6% of all TV shows in terms of demand. Additionally, this show has been increasing in demand recently, having achieved a demand of 4.3 times the average over the previous 90 days. Therefore, it is evident that "On My Block" has a strong demand base in the United States.
Understanding how in-demand a show is relative to its genre is also crucial for content valuation and marketing purposes. In January 2024, "On My Block" ranked at the 94.6th percentile in the drama genre in the United States, indicating that it has higher demand than 94.6% of all drama titles in the country. This level of demand implies that "On My Block" can be considered a strategic asset for a streaming platform.
Secondly, global demand provides valuable insights into IP valuation. The Parrot Pulse analysis for "On My Block" states that its global travelability is poor. Travelability measures a show's international demand relative to its home market. This information suggests that while "On My Block" has high demand in the United States, it may not translate into similar demand in other countries. Therefore, understanding global demand can help TV executives evaluate the value of their content libraries and make strategic decisions on how best to license or produce new content for a particular market.
Thirdly, demand data can inform content acquisition decisions. By examining the top 10 global markets where "On My Block" is most in-demand, we can understand where the show has the highest potential for new viewership. For example, the show has high demand in the United States and Canada, suggesting that it would be a worthwhile investment for a streaming platform targeting these markets. Examining demand data can help TV executives calculate the ROI for a specific title on a given platform and assess a TV series' ability to drive subscriptions and mitigate churn.
Finally, using demand data can also help TV executives assess marketing campaigns for their shows. Demand powers affinity analysis and helps uncover taste clusters. For "On My Block", we can see that other shows that fans also like include "Daisy Jones & The Six", "Gen V", "Rick and Morty", "Big Mouth", and "Anne with an E". By understanding what content resonates with audiences of 'On My Block', executives can tailor their marketing strategies and optimize their campaigns.
In conclusion, demand data is a valuable tool for TV executives. Using Parrot Analytics' content valuation system and global demand data, executives can answer critical questions about their content, including how much a show is worth, how it is performing relative to the market average, and where its highest demand lies. By utilizing this data, TV executives can make more informed content, acquisition, distribution, and programming decisions.
