Content executives across the entertainment industry need to make informed content decisions when creating, acquiring, distributing, or programming a TV series. Parrot Analytics' demand data system provides a series of metrics that can straighten out the ambiguous and complicated strategic decision-making process. Let's take the case of "Rwby" to illustrate how demand data is used for content evaluation.
A key aspect of the demand data for "Rwby" is the outstanding demand for the TV series. Being 16 times above the average of the TV shows in the US over the last 30 days means that demand data can be used to determine the monetary value of "Rwby" on any platform. For instance, an SVOD platform interested in acquiring the series would need to base their bid on the demand data provided by Parrot Analytics.
Demand data can also help entertainment executives to roadmap their marketing campaigns with a clear picture of audience tastes and the success potential of upcoming productions. By evaluating the Parrot Pulse for "Rwby," executives can have a good understanding of the show's longevity and find ways to extend the popularity of the series by creating spin-offs and franchise-related merchandise. We can see that the demand spike for "Rwby" occurred in mid-December, which can be useful information to spark discussion about the factors that led to the spike, and how they can be used to market the show better in the future.
Another valuable benefit of demand data is its ability to expose whitespace strategies. Examining the top 10 global markets where "Rwby" performs best over the last 30 days, we see that the show has good demand in the UK, Ukraine, Australia, Hungary, Germany, Puerto Rico, and France. This insight can be used to develop and highlight targeted content to further increase demand in those markets.
Demand data can also be useful in content programming decisions. The data allows executive producers to fine-tune storylines and character arc projections according to the audience's response, without losing sight of their viewing preferences. For example, knowing that the demand for "Rwby" is declining means that its producers could assess how changes in the plot, character development, or setting could help attract more fans, and thus increase demand.
Finally, demand data insights can be used to fine-tune release and pricing strategies for a title. Using an understanding of the data and audience preferences, an entertainment executive could determine the most lucrative "Rwby" distribution channels and the release timing (time and day of the week) and even consider international release dates.
Overall, by using demand data, content executives can draw actionable and accurate information relevant to their sector, which they can use as the basis for decisions on hunting, financing, creating, acquiring, distributing or programming content. The case of "Rwby" offers an example of how demand data can provide entertainment executives with unprecedented insights that can benefit their strategic decision-making process.
