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Stranger Things: Using Demand Data to Inform Content Decisions for Entertainment Executives

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Parrot Analytics Insights - March 2023

As an entertainment executive working in any capacity, you want to make informed decisions about the content you acquire, distribute or produce. To help with this, demand data can provide valuable insights into audience preferences, which can guide you in making the right decisions. Taking "Stranger Things" as an example, we can see how demand data can be used for content valuation, programming decisions and global expansion.

Firstly, using demand data, it’s possible to determine the value of a content library to a platform over time. With an exceptional audience demand in the United States, "Stranger Things" could be considered a strategic asset for a streaming service. For content valuation purposes, you could use demand data to estimate the show's value by calculating the ROI and its ability to drive both subscriptions and mitigate churn.

Secondly, "Stranger Things" is a successful show in terms of its global reach, which can guide acquisition or programming decisions. An essential starting point is understanding the genres that resonate most with the audience in specific markets. By examining the top 10 global markets where "Stranger Things" is most in-demand, you can see which country has the highest demand and where the franchise could benefit. You can use this data to identify territories where your preferred type of content will perform well and select the specific regional genres.

Thirdly, demand data can help with platform-specific marginal revenue contribution quantification. You could use such data to decide where to distribute content better. With exceptional travelability, it is possible that the show could further monetize its IP by investing in spin-offs or franchises for global expansion.

Fourthly, demand data is instrumental in informing marketing strategies and finding new opportunity markets for content distribution. By analyzing taste clusters, you can determine what your current audience likes and what genres are resonating.

Finally, demand data is useful for understanding the longevity and momentum of a show. By examining its performance over a one-year rolling basis versus the last 30 days, you can see if the show is still meeting its audience's needs or experiencing a decline in popularity. Using its momentum and franchisability to delve deeper into the show's interest, you can determine which element of the program is of the most interest to its audience.

In conclusion, analyzing demand data, as seen in "Stranger Things," enables entertainment executives to make more informed decisions about content acquisition, distribution, and programming for projects. This ultimately produces a better return on investment for the platform, production company, talent agency, studio or distributor, and leads to better quality content that satisfies the audience's demands.

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