MASSIVE The Entertainment Marketing Summit 2018
THE SCIENCE OF POPULARITY
Surveys and panel-based measurement are no longer sufficient to provide the global, cross-platform view of consumer demand for content. Content Consumer Cast Characters Internal Factors Theme Music Genre Micro- Genre Showrunner Mood Creator Uniqueness
Run Story Time Plot Arc Time Period Original GENOME Country Profanity/ Studio Nudity Prod. Co. Director Language Consumer Setting Type Subjects
Parrot Analytics Content Genome External Factors
Internal Factors
Cast Characters Theme Music Genre Micro- Genre
Showrunner Mood Creator Uniqueness
Run Story Time Plot Arc Time Period Original Country GENOME Profanity/ Studio Nudity Prod. Co. Director Language Setting Type Environment Subjects Consumer
Parrot Analytics Content Genome™ Simplified Version © Parrot Analytics
Quantifying & Influencing the Success of Content
INTRODUCING
The World’s Only Cross-Platform
Global Demand Measurement System Quantifying & Influencing the Success of Content
INTRODUCING Understanding What, How and Why Content Works The World’s Only Cross-Platform
Global Demand Measurement System How the Content Business Has Changed Macro Trends Investment in Content Increases 2.8x in 4 Years Subscribers Also Increased by 2.8x About 300 Digital Originals Released in 7 Years As demand increases, subscribers increase How audiences discover content online - Global Word of mouth (social) key channel to reach US audiences online Online word-of-mouth driven by social channel cross-over People Still Watch Content on TV YouTube: Substantial Amount of Viewing on Television Sets Netflix: 70 percent of our streams end up on connected TVs Netflix: All content genres end up on TV, especially kids Traditional TV is embracing the internet Fewer ads to compete for consumer attention A Multi-Platform Global Industry A Multi-Platform Global Industry A Multi-Platform Global Industry Crystallizing The Art & Science of Content Success External Factors
Internal Factors
Cast Characters Theme Music Genre Micro- Genre
Showrunner Mood Creator Uniqueness
Run Story Time Plot Arc Time Period Original Country GENOME Profanity/ Studio Nudity Prod. Co. Director Language Setting Type Environment Subjects Consumer
Parrot Analytics Content Genome™ Simplified Version © Parrot Analytics Content Success Factor #1: Travelability Content Travelability How well does the content travel abroad?
Global Demand for Dark (17 Feb-18 March) Content Success Factor #2: Windowing & Availability International availability of content Content Success Factor #3: Platform Packaging Platforms can take off with a single show CBS All Access and the effect of a megahit title Content Success Factor #4: Business Model Rise of niche platforms for niche content Global travelability for Stargate: Origins Content Success Factor #5: Franchise Demand One show’s popularity can lift others Are superhero shows still doing well? Are superhero shows still doing well? Content Success Factor #6: Content Affinity Understanding Affinity Understanding Affinity
Niche content Mainstream content Understanding Affinity
Low loyalty High affinity
Niche content Mainstream content
High loyalty Low affinity Understanding Affinity Understanding Affinity
HBO BBC AMC Consumption Affinity – Stranger Things
Science Fiction
Dramas Superhero Techno Wrestling Series Thriller Sports Sports Motoring Sports Suspense Horror
Nature Documentary Documentaries Adult Romantic Comedy Comedies Comedy
Documentary Reality Netflix Content Affinity
Niche content Sense8
Mainstream content Mindhunter Netflix Dramas
The Crown Netflix Dramas with Female Skew
Las Chicas del Cable
Ignobernable Sense8
House of Cards The OA 13 Reasons Why Mindhunter Degrass The Crown i Content Success Factor #7: Marketing Effectiveness The Business of Content: Engagement vs Awareness
ENGAGEMENT
1M 5
4 (per person) (per
3
2 AWARENESS
5M 1
Demand Expressions Expressions Demand 0 People (Millions) The Business of Content: Engagement vs Awareness
ENGAGEMENT Attracting & Retaining Subscribers
1M 5 Mass-Market Advertising
4 (per person) (per
3
2 AWARENESS
5M 1
Demand Expressions Expressions Demand 0 People (Millions) How Can Marketing Be Assessed Before Release? How Can You Measure Marketing ROI? These relationships are all country-specific… External Factors
Internal Factors
Cast Characters Theme Music Genre Micro- Genre
Showrunner Mood Creator Uniqueness THE Run Story Time Plot Arc CONTENT Time GENOME Period Original Country Profanity/ Studio Nudity Prod. Co. Director Language Setting Type Environment Subjects Consumer
Parrot Analytics Content Genome™ Simplified Version © Parrot Analytics THE BUSINESS OF MEDIA