As a TV executive, you can leverage the power of demand data to inform your content decisions and make more informed choices. Let's consider the example of "The Last of Us", a TV series that has received 11.8 times the demand of the average show in South Africa over the last 30 days. This information alone might be useful to you, but the questions below will provide a more comprehensive and nuanced understanding of the many ways demand data can help you.
- Content valuation uses demand data to answer questions such as "How much is my series worth?" and "What is the baseline value of a title?" Using data from Parrot Analytics' content valuation system, you can determine the dollar value contribution of any title to any platform in any region. In this case, the outstanding demand for "The Last of Us" in South Africa indicates that it has high potential value to the platform or streaming service hosting it.
- Demand enables valuing IP globally: A show that is popular in one market might have significantly less demand in another. By examining the top 10 global markets where "The Last Of Us" is most in-demand over the last 30 days, we see that it outperforms the demand of the average TV show in all of them. This means that the show has excellent global appeal and could be a profitable asset for distribution or acquisition.
- Demand data powers Parrot Analytics' content valuation system: By examining the demand data for "The Last of Us", it's possible to calculate the show's contribution to the platform-specific marginal revenue and how it drives engagement across the rest of the catalog. This information can help you estimate the return on investment for acquiring or producing a TV series.
- Demand helps with subscriber acquisition and retention: By examining which titles attract new subscribers and keep existing ones happy, you can optimize your acquisition and retention strategy. In the case of "The Last of Us", we can see that it has higher demand in the drama genre than 99.7% of all other drama titles in South Africa. This means that viewers are highly engaged with the show and might be more likely to subscribe or remain subscribed to the platform to watch it.
- Demand informs optimal release strategy and pricing: Understanding which shows are in-demand and how their demand changes over time can help you make informed decisions about release timing and pricing. For example, "The Last of Us" experienced a spike in demand in late October, suggesting that the marketing campaign around the show was particularly effective during that time. Examining patterns like these can help you optimize your release strategy and marketing campaigns for maximum impact.
These are just a few examples of how demand data can inform your content, acquisition, distribution, and programming decisions. By leveraging the power of Parrot Analytics' demand data, TV executives can make more informed and profitable choices for their platforms and networks.
