Demand data has been proven to be a powerful tool for entertainment executives and stakeholders at every level of the industry to make informed and data-driven decisions regarding their content. For instance, the analysis of "The Daily Show" for October 2023 in the United States harnesses key indicators for different types of decisions.
Firstly, demand data can be harnessed for content valuation, such as knowing the worth of TV series to any platform on any given day. A strategic question that comes up is: How much is my show worth? By leveraging Parrot Analytics' demand data, it is possible to calculate an accurate valuation of a particular show and understand its supply and demand. "The Daily Show," for instance, is currently highly sought after, with 19.3 times more audience demand in the US than the average show. Its country-wide demand increased by 41.1% during October 2023 alone. It ranked #65 in the US and had global appeal with outstanding audience demand in markets such as China and the Netherlands. "The Daily Show" also had an outstanding worldwide audience demand across all platforms and was ranked highly in terms of its travelability, momentum, longevity, franchisability spin-off potential) and reach.
Secondly, demand data is useful in decisions concerning content acquisition. By examining audience demand data, TV series financing companies, OTT platforms, content distributors, and other decision-makers can assess the value of a title and understand whether it is worth acquiring the content. By understanding which shows are resonating with audiences in the given market, decision-makers can make more informed decisions, such as determining the type of content that exhibits an opportunity to acquire or produce. Through analysis of the top 10 global markets where "The Daily Show" is in demand, decision-makers could determine whether it is worth acquiring the show and assess its performance, such as understanding its popularity and its potential in different geographical locations.
Thirdly, demand data is key in programming decisions regarding aspects such as release strategy and pricing. The Parrot Analytics demand data is useful in understanding when audience demand spikes for specific shows. In the case of "The Daily Show," demand spiked at mid-October 2023 in the United States and also had an outstanding ranking in the reality genre for the same period. Decision-makers could optimize their marketing campaign ahead of the show's premiere, as insights about which shows fans of "The Daily Show" also like.
Lastly, demand data is pivotal in distribution decisions. By analyzing how well a show's audience demand is maintained over time, decision-makers can support global SVOD expansion and allocate funds to maximize future content investments. As shown in the case of "The Daily Show," its longevity was exceptional, meaning it maintained a consistent level of audience demand over time. For a TV production company or content distributor, this is evidence of a show's staying power and an indication of the level of investment required.
In summary, content valuation, programming decisions, acquisition, and distribution are a few of the pivotal areas where demand data can be effectively used to make informed decisions. "The Daily Show" is an excellent example of how entertainment executives can harness demand data to understand the popularity of shows and make decisions based on audience demand.
