Demand data is essential for content executives to make data-driven decisions. By examining the demand for a title, executives can identify trends and insights in audience behaviour and preferences that can help drive content decisions, acquisition strategies, programming planning, and distribution deals. Parrot Analytics has developed a content valuation system, which is an economic system that is powered by global content demand and supply. It allows executives to investigate the value of content and estimate the ROI that can be expected for any given platform.
For instance, let's use "Spongebob Squarepants" to illustrate the practical application of demand data in decision-making. The show has exceptionally high audience demand in the United States, averaging 86.0 times the demand of the average TV show in that market. It has maintained this demand over time, with a longevity measure that is exceptional, indicating that the audience is consistently interested in this title. Moreover, the show has been growing in popularity: for the last 30 days, its demand has increased by 9.6% compared to the previous year.
When deciding which shows to acquire, distribution executives can use demand data to identify where the show is most popular. In the case of "Spongebob Squarepants", the demand is outstanding in many countries, suggesting that its audience is not limited to a single region. Knowing this information, executives can make informed decisions about which regions to target first when distributing the show. This information can also help finance and talent agencies understand which types of shows are likely to attract customers and co-branding opportunities in various regions.
Demand data is also useful for executives looking to optimize marketing campaigns. In the case of "Spongebob Squarepants", since it had a spike in demand in the late part of May, executives could attribute this growth to a particular marketing initiative and replicate that campaign in the future. Additionally, by understanding which genres are the most popular amongst its audience, OTT platforms can make informed decisions about which titles they should acquire to retain subscribers and attract new ones.
Finally, demand data can help executives identify spin-off potential for a show. In the case of "Spongebob Squarepants", the show has Franchisability, which means it has good potential for spin-offs or franchises. Executives can use this information to develop new content more efficiently and ultimately monetize their original content further.
In conclusion, demand data is a powerful tool for executives in the entertainment industry as it can provide valuable insights that can inform critical decision-making processes in content valuation, acquisition, distribution, and programming. By understanding audience demand, executives can make more informed decisions that can maximize the value of their content, achieve greater success and longevity for their shows, attract new customers, and retain current ones.
