As a TV executive, you face constant challenges in making informed decisions about content, acquisition, distribution, and programming. Fortunately, demand data can provide valuable insights to aid your decision making process. For example, let's consider "The Late Show With Stephen Colbert" in December 2023 in the United States as a case study.
A TV series with 31.8 times the audience demand of the average show in the United States over the last 30 days is considered outstanding. The fact that "The Late Show With Stephen Colbert" has this level of demand indicates its exceptional popularity in the market. By using demand data, you can calculate the dollar value contribution of the series, which can be helpful in content valuation and deciding how much to spend on it. The show achieved the peak rank of #24 in the United States, and during December, audience demand decreased in the country by 43.2%. However, demand for "The Late Show With Stephen Colbert" spiked in late December 2023. By analyzing the show's rank, you can determine whether it's a strategic asset for your streaming platform and how valuable it is. You can also assess whether it drives subscriptions and mitigates churn.
Examining the top 10 global markets where "The Late Show With Stephen Colbert" is most in-demand over the last 30 days can tell you where to target your distribution efforts, not just within the United States, but across the world. By understanding the appeal of this show, you can make informed conclusions about what other content to acquire or produce and which ones have an opportunity for monetization. You can also assess what type of content is most popular in different regions globally.
Demand data can provide insights into performance across six dimensions: audience demand, travelability, longevity, momentum, franchisability, and reach. By knowing the show's audience demand, you can get details about the show's performance and how it compares to the market average. Its performance in terms of travelability can guide you on how global the reach of the show is. Longevity can help you assess its potency over time sustainably. The momentum of the show will also show how fast it is expanding and how much potential this show has in terms of growth. Finally, the show's franchisability and reach can provide a measure of how easy it is to build spin-offs or franchises.
Additionally, demand data can help you determine an optimal release strategy and pricing. You can also use demand data to benchmark the show against other titles available in the market, find under-monetized titles, and map local whitespace. By examining performance on a 1-year rolling basis, you can determine audience trends and identify opportunities to increase engagement and retain customers. Demand data can identify taste clusters, which can help you understand the characteristics of the audience and tailor your content accordingly. It can also help you with subscriber acquisition/retention.
In summary, by using Parrot Analytics demand data, you can evaluate content's worth, target different regions to reach different markets, understand how a specific title drives engagement, build effective pre-release marketing campaigns, and assess a TV series' ability to drive subscribers and mitigate churn. Parrot Analytics' content valuation system is an economic valuation system powered by global content demand, which reveals the dollar value contribution of any content to any platform in any region.
