As an entertainment executive, understanding audience demand is critical to making informed content and acquisition decisions. Using the example of "The X Factor (US)" in November 2023, we can see how demand data can be used to guide decision-making.
Looking first at content valuation, we can use demand data to determine the dollar value contribution of this show to any platform in any region. In the United States, "The X Factor (US)" had 7.2 times the audience demand of the average show over the last 30 days, indicating good demand. Its demand has increased recently, which suggests it may be growing in popularity. This data can be used to determine a baseline value for the show and to estimate its ability to drive subscriptions or mitigate churn.
Examining the show's audience demand in different markets gives us insight into its travelability. "The X Factor (US)" outperforms the average TV show in each of its top 10 global markets, indicating good international demand. This data can be used to inform acquisition decisions and determine the show's potential for global expansion.
The show's audience demand is also strongest in the reality genre, ranking at the 96.5th percentile in November 2023. This information can be used to guide programming decisions, such as what other reality shows to schedule alongside "The X Factor (US)" or which new reality shows to develop based on the popularity of this genre.
Understanding audience demand can also inform marketing decisions. By examining audience favorites, we can identify cross-promotion opportunities with other shows like "White Collar", "Diners, Drive-Ins And Dives", and "The Daily Show". Analyzing how audience demand changes over time can also inform campaign timing and messaging. For example, while demand for "The X Factor (US)" decreased overall during November 2023, it did spike late in the month, which could inform marketing decisions for future seasons.
Finally, evaluating the show's performance across different dimensions like longevity, momentum, franchisability, and reach can guide distribution decisions, such as which platforms or networks to target or which spin-offs to create. By using audience demand data alongside other metrics, entertainment executives can make more informed decisions that can positively impact a show's success.
