As a TV executive, you can use audience demand data to inform your content decisions and acquisition strategies. One example of this is by using audience demand data to value the content. The Parrot Analytics content valuation system, which is based on demand data, can reveal the dollar value contribution specific content, such as a TV series like "Pretty Little Liars," to any platform in any region. This information can help you determine how much to spend on acquiring or producing such content.
Demand data can also be used to assess the performance of a TV series and its ability to drive engagement and subscription, as well as retain subscribers. Using demand data, you can evaluate a TV series' ability to mitigate churn, estimate cannibalization of audiences if a title is available on multiple services, and assess the value of exclusivity. In the case of "Pretty Little Liars," the demand data highlights that the show's demand is exceptional with 14.0 times the demand of the average show in the United States over the last 30 days. Comparing this data on a one-year rolling basis shows a 20.4% increase in demand in the last 30 days, suggesting an increase in overall popularity. This can be taken into account when making content decisions.
Demand data can also be used to determine the type(s) of content that exhibit an opportunity to acquire or produce. By examining the top 10 global markets where "Pretty Little Liars" is most in-demand over the last 30 days, the show outperformed the demand of the average TV show in each of these markets. This information can help inform acquisition strategies by identifying markets where this content and other similar content could be further popularized.
Furthermore, demand data can also inform pre-release marketing strategies by optimizing your marketing campaigns before a premiere. In the case of "Pretty Little Liars," demand spiked in late February 2024 in the US. Given this opportunity, the marketing team could have capitalized on this trend and maximized the show's reach.
Also, demand data can help assess talent appeals, audience tastes, optimal release strategies, and pricing. For example, a TV executive could leverage the affinity analysis provided by demand data to assess the best talent, brand, or TV show to partner with to expand their audience. This can lead to content optimization and allow for more informed decisions.
Finally, demand data can allow you to uncover new market opportunities for content distribution. In the case of "Pretty Little Liars," by having data on its demand in different markets – such as being in the #2 spot in Germany, and outstanding in both Spain and Brazil – a distributor can leverage this knowledge when pursuing international distribution deals.
Overall, the importance of demand data in informing a TV executive's strategic decision-making process cannot be overemphasized. With a wealth of insights available, executives can make more informed content decisions, acquisition decisions, and distribution decisions leading to better performance and audience engagement.
