As an entertainment executive, you can leverage demand data to make informed content decisions for your platform. The case of "Swamp Thing" provides interesting insights on how demand data can be used for content valuation, acquisition, and programming decisions.
Content Valuation:
When content valuation is based on demand data, you can determine the worth of a particular series or an entire library to a platform over time. Parrot Analytics Content Valuation system, for example, uses demand data to reveal the dollar value contribution of any title to any platform in any region. For Swamp Thing, the demand for the series is good, with 4.1 times the average demand for TV shows in the United States over the last 30 days and ranks at the 92.5th percentile in the drama genre in November 2023. However, the demand for the show decreased by 16.4% in the United States during the same period, and its demand has been decreasing compared to the last 90 days.
Acquisition Decisions:
If you want to keep your current audience happy, or if you want to grow your audience, you can use demand data to make informed acquisition decisions for your platform. For example, if you see a show like Swamp Thing outperforming the demand of the average TV show in all top 10 global markets over the last 30 days, you can acquire it to offer to your subscribers. The show also has a good Performance across six dimensions of the Parrot Pulse, with good worldwide audience demand, momentum, longevity, franchisability, and reach.
Programming Decisions:
Demand data can help with programming decisions, such as the best release strategy for a show or determining which titles you should buy to acquire or retain subscribers. According to the show's metadata, the Swamp Thing show has ended, but the case shows it still has demand potential in the United States and in other markets globally. By identifying what other shows fans of Swamp Thing also like, such as "Doom Patrol," "Westworld," and "The Big Bang Theory," you can use this data to create programming blocks to maintain viewership levels for your platform.
Franchising Opportunities:
The 6 dimensions of the Parrot Pulse also offer insight into franchising opportunities. For Swamp Thing, its value franchise potential is good, meaning the show has the spin-off potential for further monetization of its IP.
Local Whitespaces:
The case of Swamp Thing also highlights the importance of mapping local gaps to identify opportunities for content production or acquisition decisions. By examining the show's performance in different regions, you can identify the most popular genres in each market to create targeted and locally relevant content.
To conclude, Demand data provides strategic insights to drive audience engagement and to make better-informed decisions throughout the content value chain from creation to promotion. Entertainment executives can leverage this data to acquire and produce TV series that will drive growth and create value for their platform.
