As a TV executive, using demand data can help inform your content, acquisition, distribution, or programming decisions in many ways. Let's take a look at how demand data can be used in combination with our analysis of "The Old Man" to make more informed decisions for your platform or company:
1. Valuing content: Content valuation can be applied to an individual series or an entire library. Using demand data, you can assess the value of a TV series based on its performance as an acquisition-driving or churn-reducing title. For instance, using demand data can help you understand how much a specific title is worth to your platform and how it can drive subscriptions and mitigate churn. You can also estimate cannibalization of audiences if a title is available on multiple services or assess the value of exclusivity.
2. Supply and demand decisions: Demand data can help with decisions concerning supply and demand, so you can evaluate which types of content exhibit opportunities to acquire or produce. For example, if there is high demand for spy dramas like "The Old Man," you might consider investing in new or additional titles in the genre.
3. Programming decisions: Demand data can help inform decisions about the programming strategy for your platform, so you can optimize release strategy and pricing, and even uncover under-monetized titles. In the case of "The Old Man," demand spiked in late February 2024 in the US. As a TV executive, using demand data, you can investigate the reason for the spike and consider expanding the marketing approach to leverage the increased interest in the show.
4. Acquisition decisions: Using demand data, you can determine how much to spend on content and how concepts should be tested for success. The 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. In the case of "The Old Man," comparing its performance on a 1-year rolling basis to the last 30 days, demand for the show has increased in popularity. This information can inform your acquisition and financing decisions by providing data about the show's long-term value.
5. Distribution decisions: Using demand data can help you understand which platforms to target for distribution of your content or to quantify the platform-specific marginal revenue contribution. By examining in-demand markets for "The Old Man," you can better plan for the show's global distribution and explore future opportunities.
In conclusion, demand data plays a crucial role in the strategic decision-making process of entertainment executives today. By using demand data, TV executives can better understand the current market, create more accurate content valuations, make informed programming, acquisition, and distribution decisions, and ultimately, grow their platforms and businesses. With shows like "The Old Man," insights on audience demand and market trends can provide valuable information about a series' potential success, making it easier for you to plan and invest in new content while minimizing risk.
