As a TV executive, you need to make strategic decisions related to content acquisition and distribution. However, making informed decisions about which content to take a chance on requires comprehensive data on audience demand in different markets, taste clusters, and even affinity analysis to identify future collaborations to expand the audience. And that's where Parrot Analytics content valuation system comes in.
Let's look at how demand data can be used to make more informed decisions by examining "Ozark" for the month of February 2024 in the United States, which has been analyzed using Parrot Analytics' data.
Content Valuation: How can you determine how much to spend on content? Parrot Analytics' content valuation system is based on demand data and reveals the dollar value contribution of any title, to any platform, in any region. By leveraging Parrot Analytics data, you can calculate the ROI a specific title will bring for any given platform. You can also assess a TV series' ability to drive subscriptions and mitigate churn. Additionally, you can quantify the platform-specific marginal revenue contribution and how a title drives engagement across the rest of the catalog. By analyzing demand, you can estimate a show's baseline value and how demand for a show is growing or decreasing over time.
Demand informs scalable concept testing: By examining the top 10 global markets where "Ozark" is most in-demand over the last 30 days, we find that this TV series outperforms the demand of the average TV show (1x) in each of these markets, which provides insight into what types of content exhibit opportunity to acquire or produce. This data can highlight possible production concepts with high audience demand, allowing you to capitalize on existing, tested ideas.
Content valuation is based on region-specific audience demand data: While "Ozark" holds outstanding demand in the United States, it helps to know how the show is performing elsewhere in the world regarding demand and popularity. You need localized demand data to assess what the value of a content library is to a particular region and consider localized marketing strategies to maximize returns.
Demand uncovers under-monetized titles: Knowing that the demand for "Ozark" has decreased by 12.4% during February in the United States, it's worth analyzing what caused the dip in demand. How can you find new opportunity markets for content distribution, and how can you show the demand for a series is growing? Answering these questions can uncover under-monetized titles.
Demand enables optimal release strategy and pricing: Along with determining a show's baseline value, analyzing demand can help decide the best release strategy for a show, whether it be through binge-watching or a weekly scheduled format. You can also ascertain the ideal pricing strategy for individual titles and packages to attract and retain subscribers.
Demand helps with subscriber acquisition and retention: Analyzing fan insights from a show like "Ozark" helps retain loyal subscribers and attract new ones. For instance, you may acquire shows similar to "Ozark," such as "Breaking Bad," to appeal to this specific, highly engaged audience group. Alternatively, by identifying other shows that fans of "Ozark" are also watching, you can create packages of complementary titles for subscribers, which helps reduce churn.
Demand powers discovery & recommendations: Utilizing real-time audience demand data will ensure your content is being shown to the right audiences on the platform. This will maximize your chances of establishing a dedicated but engaged fandom like that of "Ozark" and broadens the reach of your content even further.
In conclusion, analyzing audience demand provides essential insights for maximizing the value of content. It allows you to understand how popular and valuable content is, where you should release it, for how much, and to which audience. Parrot Analytics' content valuation system provides all these insights to make content licensing, distribution, and production decisions profitable.
