Local Content Chasing Global Opportunities. Rethinking the TV Business for Latin American and US Hispanic Audiences.
In a recent interview, Reed Hastings, CEO of Netflix, revealed a fact that we, at Parrot Analytics, already knew.
He affirmed that throughout the pandemic, Netflix members were watching more content from other countries. He elaborated: “In part, that’s because people have had more time to explore our service. In part, it’s because we’re discovering that the more global we become, the more important it is that we work with local, diverse creators to tell local, authentic stories that speak to us all.”
At Parrot Analytics, we use the most recent advances on artificial intelligence to quantify the success of any story that speaks to audiences. For example, by capturing a wide array of signals from consumer demand, we observed how La Casa de Papel (Money Heist) became the most popular TV series in the world when its fourth season premiered on April 3rd, 2020. Around the same time, our global demand system registered how Spanish teen drama/thriller Élite rose in popularity in the US to a point where it actually surpassed levels reached in its home market. More recently, we’re seeing how Control-Z, a teen drama produced in Mexico, is gaining strong popularity in markets such as Brazil and Germany. All these success stories have a unifying theme: Content is no longer bound by geographical constraints.
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With the rise of digital platforms, TV executives, more than ever before, face trade-offs on any decision they make. Rethinking the TV Business for Latin American and US Hispanic Audiences.
As digital TV platforms expose audiences to a wider and more global selection of titles, content creators and distributors must learn how these platforms are different from traditional broadcast and linear networks.
Fundamental questions such as what to produce have different answers depending on where and how the title will be distributed. Traditional programming based on episodic releases is being challenged by a “binge model” where a whole season is dropped all at once on digital platforms. Even the notion of viewership is losing its meaning when business models no longer rely on CPMs to generate income, instead relying on the number of new audiences acquired and retained through paid subscriptions.
Quantifying those trade-offs is essential to convert opportunities into growth. In an upcoming report, we will provide visibility into some of the trade-offs faced by industry participants in Latin America and the US Hispanic market. Since we believe that audience demand is the driving force shaping the industry, we invite you to download our exclusive white paper titled “Rethinking the TV Business for Latin American and US Hispanic Audiences.”
Alejandro J. Rojas
Director of Applied Analytics
MIP Cancun 2020 – The Latin American TV Market
Whether you are involved in producing, distributing, financing or buying TV content for Latin America and US Hispanic audiences, MIP Cancun is the TV Market that will put you face-to-face with the people, content, and ideas to give your business a fresh year of opportunity.
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