The outstanding audience demand of "RuPaul's Drag Race" is an excellent example of how demand data can be used to empower TV executives to make strategic content decisions. By examining the insights derived from demand data, executives can gain insights into the popularity of a show, its peak demand, the trajectory of its popularity and its global performance across multiple dimensions.
Firstly, demand data can provide content valuation to understand the dollar value contribution of a title to a platform in any region. By using this valuation information, executives can calculate the return on investment of a specific title for any given platform. They can also estimate the cannibalization of audiences if a title is available on multiple services and identify the value of exclusivity. Furthermore, demand data helps executives to calculate the baseline value of a title and assess its ability to drive subscription and mitigate churn. They can also gauge the demand of a series globally and identify what content is most popular in their market using content valuation based on region-specific audience demand.
Secondly, demand data can drive content acquisition decisions. Using this data, executives can identify what types of content exhibit opportunities for acquisition or production, and which content has the potential to appeal to a wider audience. They can determine what content should be produced or acquired to support global SVOD expansion, allocate funds to maximize future content investments and assess the value of content to another streaming platform.
Thirdly, executives can use demand data to make more informed programming decisions. For example, by understanding that "RuPaul's Drag Race" has a dedicated but small fandom, they can tailor their programming to different segments of the audience. Executives can identify the most popular genres and optimize their release strategy or pricing. They can find new opportunity markets for content distribution and identify under-monetized titles.
Lastly, executives can use demand data to map local whitespaces, inform platform and network fit decisions, benchmark their content against other titles in the market, and inform pre-release marketing strategies. They can use affinity analysis to determine the best talent or brand they should partner with to expand their audience, identify taste clusters in the existing audience and power recommendations to optimize their content's visibility on their platform.
In conclusion, "RuPaul's Drag Race" is an excellent example of how TV executives can leverage demand data to make more informed decisions. By analyzing the data derived from sources such as Parrot Analytics, they can gain insights into the popularity of a show, its peak demand, the trajectory of its popularity, and its global performance across multiple dimensions. Using content valuation, executives will be able to make sound investment decisions and strategic content decisions.
