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Empowering Entertainment Executives Through Demand Data: Lessons from 'The Strain' for Informed Content, Acquisition, Distribution, and Programming Decisions

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Parrot Analytics Insights - October 2023

For entertainment executives looking to make more informed content decisions, demand data is a powerful tool. The example of "The Strain" in the United States in October 2023 demonstrates how demand data can inform content valuation, distribution, programming, and acquisition decisions.

Firstly, content valuation uses demand data to estimate the value of a content library, a single title, or to calculate the ROI a specific title will bring to any platform. Parrot Analytics' content valuation system is powered by global content demand and supply, which reveals the dollar value contribution of any title in any region. For example, for "The Strain", we know that its demand is outstanding with 8.2 times the audience demand of the average show in the United States over the last 30 days, and it has been increasing recently.

Secondly, demand data also informs acquisition decisions. With audience demand for "The Strain" increasing by 44.3% in the United States during October, it's evident that this show has the potential to attract more subscribers to streaming platforms that offer it. With travelability also registering as good, the scope for global SVOD expansion is apparent. Moreover, by examining the top 10 global markets where "The Strain" is most in-demand over the last 30 days, we learn that it outperforms the demand of the average TV show (1x) in each of these markets. The United States is "The Strain"'s number one market globally, but it also performs well in China, the UK, Canada, South Africa, the Philippines, Kenya, Germany, and Russia. This information can help an acquisition or distribution executive to make informed decisions about where to launch or continue to push a show.

Thirdly, programming decisions that take demand data into account can benefit. By looking at the audience overlap between "The Strain" and other popular shows such as "Walking Dead," "Westworld," and "Breaking Bad," it is possible to understand the content preferences of the audience better. This insight, combined with demand data, can guide executives - such as programming directors or heads of development - to fine-tune show schedules, and to work with producers, writers, and talent to optimize upcoming productions.

Finally, demand data also enables distribution executives to find out on which platforms to secure or offer their shows. In regards to "The Strain," we know that the show's worldwide audience demand is good, and its momentum and reach are outstanding, indicating that it has broad appeal. This information alone could guide distribution executives as to which platforms are best suited to offer the series, and ensure it is seen by an audience that has a good chance of enjoying the show.

In conclusion, using demand data to inform strategic decision making in the entertainment industry is a powerful tool. "The Strain" provides a concrete example in demonstrating how demand data can be used to help executives make more informed content, acquisition, distribution, and programming decisions. By taking advantage of demand data powered by a system such as Parrot Analytics, entertainment executives can make data-informed decisions that are more likely to result in overall success.

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