As a TV Executive from an OTT or SVOD platform, content distributor, or other entertainment industry sector, we often find ourselves pondering multiple questions regarding our content strategy. Demand data provides useful insights that can help us answer these questions and make informed decisions. Listed below are a few examples of such questions and the ways through which Parrot Analytics' demand data can help you answer them.
- Content valuation: One of the most critical questions that arise for most TV executives is how to figure out how much to spend on a show. Parrot Analytics' content valuation system, which is based on demand data, can reveal the value of a show or content library to a platform over time and calculate the ROI a specific title will bring to any platform.
- Programming decisions: To attract and retain subscribers, we need a programming strategy that resonates with our target audience. By analyzing demand data, we can determine which titles are popular and why. For example, using the example of "Southland," we can see that during February 2024, audience demand for the show has decreased in the United States by 5.6%. Still, demand spiked in late February. This may suggest that the show resonates with a specific audience or appeals to a particular demographic. We can also see that fans of "Southland" also like "Californication," "American Horror Story," "Ted Lasso," and other shows, which can be an opportunity to recommend similar content to our audience.
- Acquisition decisions: Knowing the demand for specific titles in our target markets helps us make informed decisions around content acquisition. Using demand data, we can identify and invest in titles that can potentially bring in new subscribers. For example, looking at the global audience demand for "Southland," we can see that it outperforms the demand of the average TV show (1x) in each of the top ten markets where it is most in-demand, indicating that it has a sizable audience in those markets.
- Distribution decisions: To maximize the potential of our current content portfolio, we must ensure that it is distributed optimally. By analyzing demand data from each of our target markets, we can identify potential regions and platforms where we can distribute our content. For "Southland," we can see that it has good demand in Russia and Canada. We may consider working with platforms in these markets to improve our content reach.
- Content strategy decisions: By examining demand trends and patterns, we can predict potential audience behaviors and make informed decisions concerning our content strategy. Using the example of "Southland," we can see that over the last 30 days, demand for the show has been increasing, indicating a potential opportunity to invest in new seasons of the show or related content.
In summary, leveraging demand data can help TV executives make informed and data-driven decisions regarding their content portfolio. By using Parrot Analytics' demand measurement system and comparing the demand data with the aforementioned questions, TV executives can target their investments and reduce the risk associated with content-related decisions. With this data, executives can discover areas of untapped potential, expand their content reach, and satisfy their viewers' needs.
