As an entertainment executive, you could use demand data to make more informed content decisions for your platform, such as content valuation, to help with your programming, distribution, and acquisition decisions. Parrot Analytics' content valuation system is based on demand data and can reveal the dollar value contribution of any title to any platform in any region. Here's how demand data can help with content decision-making, using the example of "The Good Wife" in September 2023 in the United States:
- Content valuation: Using demand data, you can calculate the ROI a specific title will bring for any given platform. You can use demand data to determine how much to spend on acquiring rights to a TV series like "The Good Wife." Parrot Analytics content valuation is an economic valuation system powered by global content demand and supply, which can be used to accurately determine the value of content.
- Programming decisions: You can use demand data to assess how well a show like "The Good Wife" is performing as an acquisition-driving or churn-reducing title. In this case, "The Good Wife" has 10.9 times the audience demand of the average show in the United States over the last 30 days, which is a good indication of its popularity. You can also use demand data to understand the viewers' preferences and what shows they like and to optimize release strategy and pricing.
- Content acquisition: Using demand data, you can assess a TV series' ability to drive subscriptions and mitigate churn. If you want to keep your current audience happy, you can buy titles that have high demand like "The Good Wife." You can also use demand data to understand which genres to focus on to attract new subscribers to your SVOD service. The top shows that fans of "The Good Wife" also like are "The Last Of Us", "Foundation", "Game Of Thrones", "The Vampire Diaries", "Brooklyn Nine-Nine", "The 100", "Chicago Fire", "Young Sheldon" and "Ahsoka."
- Distribution decisions: Using demand data, you can map local whitespaces, obtain competitive benchmarking, evaluate platform and network fit, analyze affinity, quantify taste clusters, and evaluate performance across global markets. In the case of "The Good Wife," it outperforms the demand of the average TV show in the top 10 global markets where it is most in-demand, which indicates that it has a strong audience following in multiple regions. In the United States, it ranks #504 on the popularity chart, which is not very high, but it has almost 11 times the audience demand of the average show over the last 30 days.
- Content marketing: Using demand data, you can optimize your marketing campaign ahead of premiere, evaluate the effectiveness of your marketing budget, and determine if your target audience is being reached. For "The Good Wife," demand spiked in late September 2023, which could be attributed to a successful marketing campaign or one of the significant story developments in the show.
In conclusion, using demand data can help entertainment executives make informed content decisions, including content valuation, programming, acquisition, and distribution. The example of "The Good Wife" has illustrated how demand data can provide insights into audience preferences, platform and global performance, and marketing effectiveness, among other factors.
