Understanding global audience demand for content enables smarter decisions along the entire content development and monetization lifecycle.
Rapidly proliferating entertainment offerings are aggressively vying for consumer attention. A platform’s collection of content is what creates differentiation from competitors. Today it is more difficult than ever to curate a premium collection for market-specific global audiences that drives the required ad sales, subscription and retention outcomes.
Demand-driven programming and acquisition leverages a return-focused selection criteria (even for unreleased titles), maximizes value by targeting titles assessed to drive commercial objectives and incorporates country-specific, high-velocity content/trend identification .
In the current global content ecosystem, gaining the attention of consumers has become increasingly harder, content discovery is a consumer burden and audiences are increasingly unaware of new content.
Demand-driven audience activation provides access to audience taste clusters weeks ahead of the premiere, results in high impact campaigns for titles that have not even been released and it is the only empirical earned media measure of your marketing spend.
With the unprecedented volume of content and distribution platforms, audience attention is being pulled in every direction. Advertisers and agencies must find new ways to serve and sell ads that deliver results and ensure campaign effectiveness.
Demand-driven advertising aligns advertisers with industry verticals that appeal to audiences, based on audience interests, enabling the personalization of campaigns to capitalize on pre-release demand.
Broadcasters’ ability to back almost all of the new shows being commissioned, including the increasingly expensive cinema-quality dramas and scripted content, has declined sharply. This has resulted in a new wave of capital requirements requiring new investment approaches.
Demand-based investment uses content genes to quantify the global potential of every title. With hundreds of thousands of gene combinations, Parrot Analytics applies machine learning to understand the impact of each trait on latent content demand to maximize ROI and decrease risk.
Content is more likely to fail than to succeed. 70% of new series are cancelled in their first season. Despite this dismal reality more content is being made and more money is being invested into the production of content with average series budgets increasing yearly.
Demand-driven production leverages the Parrot Analytics content genome and historical audience consumption to provide deep insights into target audiences’ character, talent, setting, plot, theme and genre preferences for global and local content.
Before content is even in production it must be deemed worthy out of tens of concepts. Selecting the wrong concept can cause the loss of millions of dollars invested and may result in a concept being forfeit that would have been lucrative.
Demand-driven concept testing and development leverages the Parrot Analytics content genome to find the best performing concepts based on latent demand. Coupled with talent demand, producers gain a holistic view of future content performance, pre-development.
Casting decisions can damage even the best productions, but decision makers have few insights into what talent factors will contribute to a title’s success. Without understanding the inherent qualities of talent through empirical demand data, producers, marketers and agencies risk making expensive and inefficient decisions.
Talent demand analytics reveals hidden talent insights, though a combination of affinity and trait analysis, encompassing both global and market-based factors to determine who is truly worth an investment.
Sifting through irrelevant TV shows leaves audiences annoyed, frustrated and at risk of signing off. Content recommendation engines that do not align audience interests with market demand cannot realize a platform’s true potential, resulting in higher churn rates.
Demand-driven recommendation appeals to the individuality of your audience base, taking into consideration the unique and limitless characteristics of taste clusters as well as market demand, keeping subscribers engaged even after a show ends.
Financial and strategic decisions made in the absence of a deep understanding of the content ecosystem, industry factors, competitor moves as well as empirical, market-specific content demand data leads to sub-optimal pricing decisions and stalled revenue and growth.
Demand-driven finance and strategy allows our partners to capitalize on under-monetized categories and markets, discover new business opportunities and assess the strengths and weakness of the competition’s content, leading to increased commercial efficiency and ROI.
Global content providers must develop and consistently provide high-quality infrastructure to serve their audience. Over-estimating audiences can result in wasted investments and underestimating can result in a negative viewing experience which could be detrimental to an OTT’s success.
Demand-driven infrastructure optimization provides estimations of audience surge in number and location and informs incremental usage needs across platforms.
Today’s global content marketplace offers a plethora of entertainment choices to consumers. New networks, platforms and apps are employing new types of content, formats and business models, pulling consumer attention away from established players’ offerings. To understand how to deprive competitors of content monetization opportunities is more important than ever.
Competitive analysis based on global audience demand data allows you to understand and quantify how much attention consumers are paying to your competitors’ brands, titles and platforms, daily.
Live sports are the next frontier in the monetization of audience demand. Broadcasters and OTT platforms must leverage their understanding of the global sports ecosystem using demand data to optimize their strategy, or else risk fans’ attention being captured by competing platforms.
Demand-driven sports demand uncovers which sports are most popular in every market and reveals audience and brand affinity for advertising, marketing and promotion opportunities.
Over-reliance on platform-only datasets and traditional market research data does not account for the market-specific needs of global audiences - a necessity for any OTT expansion strategy. Without platform-agnostic insights, operators lack true understanding of market demand, risking lower subscribers and increased churn.
Demand-driven global OTT expansion harnesses audience demand data from over 200 markets to provide insights for growing and keeping a subscriber base.
Media investments today are far less predictable. This is because they are highly dependent on the daily decisions made by billions of consumers from around the world, each facing thousands of titles that fight for their attention. Reacting quickly to the daily shifts in consumer tastes is more important than ever to generate returns when investing in portfolios of content assets.
Demand-driven media investment results in a higher degree of predictability of key operational and financial indicators that determine the value of content assets.
Information asymmetry gives platforms the upper hand in sales negotiations. Proving to a buyer that your content commands a higher price is difficult without authoritative data. Selling content when it has not been released can be difficult.
Demand-driven sales and distribution allows sellers to prioritize markets based on audience demand, including territories where commercial rights have not yet been granted. Applying a demand-based framework to negotiations gives sellers the upper hand.
NATPE Streaming+ is the preeminent exchange where streaming executives revolutionize the programming of tomorrow and evolve the path to monetization. Parrot Analytics CEO Wared Seger was invited to present a keynote on how to optimize content decisions for the attention economy.
In this last chapter of the 30,000 Foot View: A Preview of The 2020 Streaming Wars, Parrot Analytics’ series deep-diving into the factors governing success at the dawn of the streaming wars, we reveal the key strategies for creating SVOD-defining, blockbuster originals that all the new streamers will need.
At Parrot Analytics, we quantify the attention economy to provide a 360 degree view into the elusive X-factor of making a hit series. In this piece, we illustrate (via Disney+) how cross-platform fans’ preferences can guide and support marketing decisions likely to boost subscriber growth.
This paper reviews specifically why and how Parrot Analytics’ demand dataset should be leveraged to predict and optimize concurrent stream sizing to maximize planning efficiency as well as capitalize on leftover white space.
In this post we are presenting a data-centric model to understand what it takes to win. First, we break down the TV streamer business model into key levers that drive subscriber growth and retention. Then, we demonstrate the value of Parrot Analytics’ global TV demand dataset as a leading indicator for key financial and operational metrics. By quantifying the relationship between consumer demand for content and these key metrics, Parrot Analytics helps investors assess and predict business value.
"Even 'The Mandalorian' and 'Game of Thrones' can’t claim as much audience love as Netflix’s new fantasy series 'The Witcher' in its first week of release, according to Parrot Analytics."
"Competition for audiences’ attention is getting more intense and the market is becoming more fragmented."