As an entertainment executive or content decision maker, understanding audience demand can help you make informed content decisions, including acquisition and distribution choices. Using the example of "The Dropout," a TV series chronicling Theranos founder Elizabeth Holmes' attempt to revolutionize the healthcare industry, we can illustrate how demand data can be used to inform content decisions.
Content Valuation:
Parrot Analytics' content valuation system is based on demand data and can help to reveal the dollar value contribution of any title, to any platform, in any region. For "The Dropout," we can determine demand is good in the United States, which means it has 5.5 times the audience demand of the average show in the country. However, demand has been decreasing recently. Using demand data, we can estimate the value of a specific title and measure its ability to drive subscriptions and mitigate churn.
Market Performance:
By examining the top 10 global markets where "The Dropout" is most in-demand over the last 30 days, we gain an understanding of how well the show is performing globally. This data can be used to identify potential areas for future licensing deals or target marketing efforts more effectively. For example, the United States is the show's number one market. The show has a good audience demand of 4.9x in the U.S., with Russia being the second-most popular market.
Audience Trends and Preferences:
Demand data can also help to identify trends in audience preferences. Based on this data, we can determine which types of content are resonating most with audiences. For "The Dropout," we can see that fans of the series also enjoy shows such as "This Is Us," "The Staircase," and "Severance (2022)." This information can be used to identify opportunities for cross-promotion, content production partnerships, and licensing deals, among other things.
Release Strategy and Marketing:
Demand data can also be used to inform release strategy and pre-release marketing campaigns. For instance, we know that demand spiked in late December 2023 for "The Dropout," and this information can be used to optimize the marketing campaign ahead of new seasons or to better time releases to capitalize on audience interest.
Performance Metrics:
Performance metrics such as momentum, longevity, and reach can be used to gauge how well a show is doing compared to the average title. For "The Dropout," we know that its momentum is outstanding, the longevity is good, and the reach is good as well, meaning it has a dedicated audience that is tuning in.
In conclusion, demand data can provide entertainment executives with valuable insights into current audience trends and preferences, as well as inform important decisions regarding content valuation, acquisition, distribution, and programming. Using the example of "The Dropout," we can understand how important this data can be in making informed, strategic content decisions that can help drive success in the content industry.
