As an entertainment executive, having access to audience demand data can help make more informed content decisions, acquisition decisions, distribution decisions, or programming decisions. The case study of "The Walking Dead" in April 2023 in the United States clearly demonstrates the benefits of utilizing demand data.
One of the primary advantages of demand data is its ability to inform content valuation. By using Parrot Analytics' content valuation system, it is possible to determine the dollar value contribution of any title to any platform in any region. Understanding a show's actual value can help executives determine how much to be willing to spend on content, as they can now see how much it is worth in the open market. Therefore, it is essential to utilize demand data to know the actual value of a title when making content acquisition or production decisions.
In the case of "The Walking Dead," we see that it has 44.0 times the audience demand of the average show in the United States over the last 30 days, indicating exceptional demand in this region. Moreover, it ranks at the 99.9th percentile in the drama genre. This performance is a clear indication of how content valuation based on demand data can inform acquisition decisions.
Demand data can also help executives identify global market opportunities or trends. For example, by examining the top 10 global markets where "The Walking Dead" is most in-demand over the last 30 days, we can see that it outperforms the demand of the average TV show in each of these markets. This means that by distributing "The Walking Dead" in these markets, there is a higher likelihood of it performing exceptionally.
Demand data can also help executives to track the success of their marketing campaigns and understand how well their shows are holding up over time. In the case of "The Walking Dead," we see that demand for the show has been decreasing recently. Still, its momentum and longevity are exceptional, indicating potential for continued success in the future.
In conclusion, access to demand data can help entertainment executives across the industry to make more informed decisions that will ultimately drive growth and success in the increasingly competitive market. By quantifying global audience demand, determining content valuation, identifying global market opportunities, and tracking marketing success, demand data can offer a competitive advantage and help executives stay ahead of the curve.
