As a content executive, understanding audience demand is crucial when making decisions about programming, acquisition, distribution, and content valuation. Parrot Analytics can provide this data to help make informed decisions. Let's look at the example of "The Late Late Show With Craig Ferguson" in February 2024 in the United States and how demand data can help us make better decisions.
Content Valuation: Based on audience demand data, one can determine the value of a show, including what a production company, studio, or network should spend on content. In the case of "The Late Late Show With Craig Ferguson," we can see that it has 8.4 times the audience demand of the average show in the United States over the last 30 days, demonstrating outstanding value. By tracking the show's upward rank movement, this data can inform negotiations for advertising rates, talent deals, and licensing fees.
Programming and Content Decisions: By examining the top 10 global markets where "The Late Late Show With Craig Ferguson" is most in-demand over the last 30 days, we find that this TV series outperforms the demand of the average TV show (1x) in each of these markets. The most in-demand market is the United States, which is where the show recorded an outstanding audience demand, followed by Canada, where demand was reported as being good. By looking at the list of other shows that the fans of "The Late Late Show With Craig Ferguson" also like, one can identify trends and use this as a basis to identify opportunities for developing spin-offs, producing shows that fit the same profile, or expanding one's library to appeal to the same audience.
Distribution Decisions: By tracking audience demand data, we can determine which platforms to target for distribution, such as linear TV networks, pay TV networks, or OTT platforms. We can also quantify the platform-specific marginal revenue contribution and how a title drives engagement across the rest of the catalog. It is easy to calculate the ROI a specific title will bring for a given platform. "The Late Late Show With Craig Ferguson" has great demand in the United States, and it is likely good for a TV executive to work on a licensing deal.
Acquisition Decisions: By analyzing the demand for TV shows in the same genre as "The Late Late Show With Craig Ferguson," one can make more informed decisions about what type(s) of content exhibit opportunity to acquire or produce. By looking at the show's average demand on a rolling year basis, we can determine if there is an apparent shift in audience interest and if there is value in making an acquisition or renewing the show's season.
Subscriber Retention and Acquisition: By examining data on viewer preferences, including the most popular genres, one can acquire accurate insights into which titles should be bought to keep or increase the audience. One can also use audience demand data to determine which TV shows will help to acquire or retain subscribers. This information can then be used for pre-release marketing campaigns to optimize the launch.
In conclusion, knowing the audience demand for a show like "The Late Late Show With Craig Ferguson" is essential for any content executive's strategic decision-making process. Parrot Analytics uses viewer data to enable content valuation, make more informed programming decisions, and help executives make decisions about distribution and audience acquisition. By examining audience demand data, executives can better understand the market and the opportunities that exist for them to create and acquire shows that will meet viewer needs.
