Understanding the Power Behind the Screen: Talent Demand with MUSO & The Coven

Join Guy Oliver (MUSO) and Anelle Dehghani (The Coven) as they explore how data is redefining how talent shapes attention, engagement, and value in global film and television.

Watch the full discussion to see how Talent Demand, part of MUSO’s Discover Demand suite, gives producers, distributors, and sales teams measurable insights into the influence of actors - helping to strengthen casting, marketing, and acquisition strategies.

“Talent has always been central to what drives audience attention - now we can finally measure it.”
— Guy Oliver, MUSO

Webinar Summary

In this session, MUSO’s Guy Oliver, Commercial Director of Research and Data, introduces Talent Demand, a new dataset that quantifies the influence of individual actors on audience engagement and demand worldwide. He explains how this data helps identify which talent truly drives audience attention, supporting smarter decisions around casting, financing, and distribution.

Anelle Dehghani, Head of Sales at The Coven, shares how her team uses MUSO’s data in real-world sales conversations - helping buyers understand a project’s potential through audience-driven evidence. Together, they discuss how traditional intuition and relationships can be enhanced through data, creating more transparent, commercially informed discussions across the industry.

“Using audience data helps us tell a clearer story to buyers - it shows where the opportunity really lies.”
— Anelle Dehghani, The Coven

The webinar closes with examples of how Talent Demand sits alongside other Discover Demand tools - offering a complete view of what audiences want, who drives attention, and where the next opportunities lie.

Key Takeaways from the Webinar

• Quantify talent influence

  Measure how individual actors drive audience engagement across global markets.

• Support casting and packaging

  Use demand insights to evidence actor selection and strengthen sales conversations.

• Enhance marketing strategies

  Align campaigns with the actors most likely to generate attention in each territory.

• Back negotiations with data

  Support acquisitions and funding discussions with measurable, audience-based insights.

• Integrate intuition with analytics

  Combine creative instinct and data for more informed, confident decisions.