As an entertainment executive working for an OTT or SVOD platform, demand data can be highly valuable for making informed content decisions, acquisition decisions, and distribution decisions in several ways. Using Parrot Analytics data, we can get insights into the current performance of a show, understand audience preferences, and evaluate the potential of a show to attract viewers. Let’s examine "Super Mario Bros. Super Show!" as an example:
1. Content Valuation:
a. Parrot Analytics content valuation system is based on demand data and reveals the dollar value contribution of any title, to any platform, in any region. By using audience demand data, we can get an economic valuation of any title or an entire library and understand the value of content to a specific platform, which allows us to make informed decisions.
b. On the other hand, we can understand how a show’s value changes over time. For example, "Super Mario Bros. Super Show!" has been popular recently, with its demand increasing by 17.2% for the United States in December. However, demand for the show over the last year has decreased; this information can be used for content valuation while making decisions on acquiring or renewing the show.
2. Understanding Audience Tastes and Preferences:
a. Demand data can be used to trace the audience's interests and likes. For example, other shows that fans of "Super Mario Bros. Super Show!" also like, are "Reboot", "Peppa Pig", and "Interrupting Chicken". This indicates that the audience watching this TV series likes animated content targeting children and teenagers. Having the knowledge of the audience’s preferences, networks can acquire similar shows, which could attract more young viewers to their platform. It also helps decision-makers in evaluating which genre performs better, and whether to focus on certain genres or target specific audience groups.
b. Examining the geographical areas where "Super Mario Bros. Super Show!"is popular, we find that the United States is its top market. By examining the audience behavior, we can understand the popularity of the show among different target group demographics.
3. Decision Making to Optimize Platform Performance and Market Reach:
a. Demand data can be used to measure a show's performance in comparison to other titles available in the market. For example, "Super Mario Bros. Super Show!" has a demand level of 3.6 times higher than other series in the United States, placing the series at the 88.7 percentile in the comedy genre. Decision-makers can use this data to assess the show's competitiveness and strategic position on their platform.
b. By using data on the top ten global markets where Super Mario Bros. Super Show!" is in-demand, we find that our audience base is concentrated in countries such as the United States, Canada, Sweden, and Denmark. In these locations, OTT platform executives can concentrate their marketing efforts and expand their reach in these areas.
Overall, using demand data to support programming or distribution decisions ensures an informed and data-driven decision-making process. With this information, executives can better understand which shows to acquire, which shows to trim or back, and how best to optimize their overall content library to support SVOD growth.
