As an entertainment executive, using demand data can help you make more informed decisions about content acquisition, distribution, programming, and valuation. Let's take the example of "The Staircase," a TV series that explores a man's accusations of murdering his wife.
One key use of demand data is content valuation. Using demand data can answer questions such as how much a TV series is worth, how much its value is driven by the demand for one of its stars or how its value changes over time. Parrot Analytics' content valuation system uses global demand data to reveal the dollar value contribution of any title, to any platform, in any region. Demand for "The Staircase" in the United States has been good over the last 30 days, with 3.9 times the audience demand of the average show in the United States. Additionally, the show's demand has been good in other countries such as Australia, Germany, and the United Kingdom.
Another use of demand data is to assess a title's ability to drive engagement and subscriptions to a platform. By examining demand data, entertainment executives can evaluate whether or not a specific TV series will bring in new subscribers to a streaming platform or mitigate churn in current subscribers. In the case of "The Staircase," its demand levels are good, indicating that it could be a potentially effective retention tool for a platform.
Demand data can also be useful in strategic programming decisions. Using demand data, executives can determine a TV show's popularity relative to other shows. For example, "The Staircase" has 3.9 times the demand of the average show in the United States, making it more popular than many other shows in the same genre and time slot. Along with this, demand data can also help executives understand trends and tastes that can shape programming decisions. For example, fans of "The Staircase" also favor other drama series like "The Dropout," "Andor," and "House of the Dragon."
Using demand data can also guide content acquisition decisions. Executives can answer questions like which types of content have the opportunity to acquire or produce and which type of content might have more appeal in a particular market. In the case of "The Staircase," it has been well-received in markets such as Russia and the United States where it has achieved outstanding and good audience demand, respectively.
Finally, demand data can be used to optimize marketing campaign strategies and distribution of content. In the case of "The Staircase," there was a considerable spike in demand in early December 2023, indicating that it could be strategically released at that time to maximize audience engagement.
Overall, demand data provides valuable insights throughout the content lifecycle, from development to distribution. Using demand data, entertainment executives can better understand how a TV series or content library performs in a given market or globally, identify opportunities and trends, and ultimately make more informed business decisions.
