For entertainment executives looking to make informed content decisions, demand data can offer valuable insights into audience engagement, preferences, and trends. Using the analysis of "Sing! China" for the month of October 2023 in the United States as an example, here are some ways demand data can help inform content, acquisition, distribution, and programming decisions:
1. Content Valuation: Demand data can play a critical role in valuing content. By revealing the dollar value contribution of any title to any platform, in any region, Parrot Analytics' content valuation system can help executives determine how much to spend on content. With good demand in the United States, "Sing! China" has 2.8 times the audience demand of the average show, and is in the 91.8th percentile for the reality genre. By examining the show's ranking and audience demand, entertainment executives can estimate the baseline value of the title and determine its value as a strategic asset for a streaming platform.
2. Acquisition Decisions: Demand data can help executives make better decisions about which titles to acquire. By determining how much global appeal this title has in comparison with other titles in the genre, executives can allocate funds to maximize future content investments. For example, by comparing "Sing! China" to other reality titles in the United States, executives can determine if this title exhibits opportunity to acquire.
3. Distribution Decisions: Demand data can help executives decide which platforms to target for distribution of their content. By assessing the worldwide audience demand across all platforms, executives can map local whitespaces, identify the most popular genres in their target market and determine which types of content will support global SVOD expansion. The demand for "Sing! China" in the United States was 67% of the demand in its country of origin, China, which could be a good indicator of where the show might perform well.
4. Programming Decisions: By monitoring audience demand, executives can make programming decisions that will help retain or acquire subscribers. Demand data can help identify which titles to buy to keep the current audience happy, and which titles will attract new subscribers to their platform. With a 68.5% increase in peak demand in the last 30 days, "Sing! China" is an example of a show that has increased popularity and could be worth programming on a platform.
5. Marketing Decisions: Demand data can help optimize a marketing campaign ahead of premiere. By looking at the top 10 global markets where "Sing! China" is most in-demand over the last 30 days, entertainment executives can find out how audiences are engaging with the title around the world. For example, executives can use data to quantify taste clusters, which are groups of viewers who are drawn to similar genres and styles of content. By using this data to inform pre-release marketing, executives can create campaigns that will appeal to these clusters and generate more buzz around the show.
In summary, demand data from Parrot Analytics can offer valuable insights into audience engagement, preferences, and trends, enabling entertainment executives to make more informed content, acquisition, distribution, programming, and marketing decisions. Whether it's valuing content, assessing global appeal, or optimizing marketing campaigns, demand data can help executives identify opportunities and identify the best strategies to compete and win in an increasingly crowded marketplace.
