Demand data is a powerful tool that can help entertainment executives make more informed content and distribution decisions. Let's take the example of "The Chosen," an American TV series that has been analyzed using Parrot Analytics' proprietary demand measurement system. Here we will explain how these insights can be used to make more informed decisions:
- Content valuation: 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. Demand for "The Chosen" has been outstanding, with 16.7x the audience demand of the average show in the United States over the last 30 days. The show's current popularity means that it has excellent dollar value contribution, which is worth considering when making content acquisition decisions.
- Programming decisions: By analyzing the show's demand across different genres and markets, executives can make more informed programming decisions. For example, "The Chosen" ranks at the 99.2th percentile in the history genre during October in the United States, indicating its popularity among history enthusiasts. Additionally, South Africa, Canada, Germany, Hong Kong SAR China, Philippines, United Kingdom, and Australia round out the top 10 global markets where the show is most in-demand over the last 30 days, providing insight into where the show could be potentially popular to program in the future.
- Distribution decisions: Understanding "The Chosen"s travelability allows executives to identify where the show could be successfully distributed. Despite being set in America, the demand for the show in Brazil is outstanding, reflecting a strong appetite for international content in Brazil.
- Acquisition decisions: Looking at the audience-demand for "The Chosen" and how it compares to the audience-demand of other shows helps executives identify and acquire high-performing content. For example, this show's fans also like popular titles like "Yellowstone", "The Good Doctor", and "The Simpsons", giving valuable insight into what other properties to license or acquire.
Finally, executives can use demand data to track how their content is performing against benchmarks and within specific regions, making it easier to optimize marketing campaigns and refine content investments in the future. "The Chosen" has seen an 8.9% increase in audience demand during October in the United States and outstanding demand in Brazil, seven other major global markets, and its worldwide audience demand across all platforms is outstanding. Ultimately, a more informed use of demand data can lead to more confident decision-making in the highly competitive entertainment industry.
