As a TV executive, it is important to make informed content decisions using data to ensure success in the highly competitive entertainment industry. One way of leveraging data is by using audience demand data to evaluate TV shows and make content acquisition decisions. As illustrated by the case of "Preacher" in October 2023, demand data can provide insight into audience preferences and show popularity, thereby enabling strategic content decisions.
One of the ways demand data can be used is by assessing content valuation. By using demand data, it is possible to answer specific questions such as how much a series is worth, the baseline value of a title, and assess the value of exclusivity. "Preacher" generated 8.8 times more demand than the average TV show in the United States, which is a clear indication that this show is popular and valuable. Furthermore, the show’s demand has been increasing over the last 30 days, despite its rank dropping 151 spots. This suggests that the show's value may be underrated, and it may be beneficial to evaluate the show's full global potential by assessing demand metrics in other markets.
Demand data is not limited to assessing content valuation and can also be used to inform supply and demand decisions. With "Preacher," understanding audiences that find the show appealing was made possible by identifying the list of other shows that Preacher's fans also liked. This data can guide TV executives on what shows to acquire or produce in the future.
Additionally, demand data can unveil opportunities for distribution, programming, and marketing strategies. For example, understanding "Preacher"'s incredible performance in the United States, along with other insights such as good travelability, good franchisability, and outstanding reach, could inform a decision to focus on or acquire the show. Furthermore, using demand data can help understand optimal release strategies and pricing for international markets, as well as help inform marketing tactics that align with audience interests.
Lastly, utilizing demand data creates a competitive advantage and can help organizations benchmark their performance against other television shows in their respective genres. As an executive, it is essential to understand how "Preacher" stacks up against its competitor shows in the drama genre, what its longevity looks like, and the demand growth rate when considering future investment opportunities.
In conclusion, demand data analysis based on a single show's case study such as “Preacher” can provide valuable insights for TV executive making business-critical strategic decisions. The demand data can be used to manage supply chain decisions, guide production and acquisition strategies, optimize marketing tactics, and assess content valuation. Demand data can ultimately inform future practice and, in turn, help determine the success of TV streaming platforms.
