Background
At the time New Zealand’s fastest-growing SVOD service, Lightbox, led by General Manager Hema Patel, was operating in a competitive media landscape. Traditionally, the company made content acquisition decisions based on limited market intelligence and intuition, engaging with studios without comprehensive insight into local viewer demand or global trends.
Challenge
Lightbox needed to transition from an intuition-based approach to a fully informed, data-driven strategy. The company faced challenges in understanding both global and local content performance, which made it difficult to secure shows that resonated with its audience and stay ahead in a dynamic market.
Solution
Data-Driven Strategy
To overcome these challenges, Lightbox partnered with Parrot Analytics, gaining access to comprehensive global and local tv series performance data and real-time market insights.
By leveraging Parrot Analytics’ DEMAND360 entertainment analytics solutions, the team could measure local performance, analyze international trends, and compare New Zealand’s market with other territories of interest such as the UK, Australia, and the US.
Collaborative Approach
This partnership enabled bespoke projects that deep-dived into the factors behind content success. For instance, early tracking of the series The Handmaid’s Tale revealed high demand, while analysis of children’s content indicated an underserved segment. These insights guided strategic investments and divestments, ensuring that every content decision was robustly supported by data.
Impact
Lightbox’s innovative strategy significantly elevated its market position. During the engagement period, New Zealand emerged as the only country where Netflix was not the fastest growing streaming service, underscoring Lightbox’s competitive edge.
Building on these successes, Lightbox attracted a strategic acquisition by New Zealand’s leading cable operator, Sky TV - a transition that opened exciting new opportunities for growth and market expansion. The transformative impact was driven by the powerful capabilities of Parrot Analytics’ DEMAND360 entertainment analytics platform and Parrot Analytics’ expert advice.
As a result, Lightbox revolutionized its content strategy by following a granular, data-driven workflow for every content decision, securing a competitive market advantage and paving the way for new growth opportunities.
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