The Demand Distribution curve illustrates how a TV show’s popularity compares to the demand benchmark, which is a measure of the average demand across all titles. The curve is divided into performance buckets, ranging from “Below Average” to “Exceptional”. A show falls into one of these performance buckets depending on how many times more or less demand it has compared to the demand benchmark.
The show’s performance is market-specific, e.g. the same show can be in the “Average” range in the United States and in the “Good” range in France.
As an example, if a show has 9 times more demand than the demand benchmark, it falls in the “Outstanding” performance range; only 2.7% of all shows in the market reach this high level of demand.
As an entertainment executive, you understand the importance of making informed content decisions, especially when it comes to content valuation, acquisition, distribution, and programming decisions. One of the most critical tools at your disposal is demand data. By studying the demand data of different shows, you can evaluate a title's performance, assess its value, make informed acquisition decisions, select appropriate distribution partners, and adjust your programming strategy. In this article, we will use the example of "X-Men '97" in Canada in March 2024 and answer some of these questions using the provided demand data.
How can demand data be used for content valuation?
Demand data is a reliable source of information that can help in the content valuation process. By applying Parrot Analytics' content valuation system, you can determine the value contribution of a title to your platform in any region. The system reveals the dollar value of any title based on the demand data and can answer questions like how much value a show brings to your platform, what value a content library can bring, or how much exclusivity is worth.
For instance, the demand data we have shows that "X-Men '97" had a demand that is 5.6 times higher than the average show in Canada over the last 30 days. This demand can be leveraged by platforms to estimate the dollar contribution of the show to their platform over this period. Additionally, tracking the show's performance over time, revealing that demand for the show increased recently, can provide a reliable insight into its potential future value as well.
How can demand data help with distribution decisions?
Demand data also enables you to identify the appropriate distribution partners for your content. By assessing the show's popularity across different markets, you can select the markets that offer the most significant potential revenue or identify new markets with untapped demand.
For instance, the data reveals that "X-Men '97" outperformed the demand of the average TV show in each of the top 10 global markets where the show was most in-demand over the last 30 days, which can help inform distribution decisions by creating a clear picture of where the show is performing the best
How can demand data be used for programming decisions?
Demand data is also a useful tool for making programming decisions. Analyzing the shows that fans of a particular title also like can inform programming decisions towards the same target demographics. It also allows you to track the popularity of the show within different genres or categories.
For example, the data reveals that fans of "X-Men '97" also like shows such as "The Walking Dead," "The Boys," and "Warrior." This information can inform programming decisions if you want to attract a similar audience or change your programming target demographic to a comparable one.
How can demand data inform acquisition decisions?
Finally, demand data is crucial for making informed acquisition decisions. By examining the demand of a show, you can determine its potential future value and its ability to attract subscribers or reduce churn on your platform. You can also use demand data to estimate the ROI a specific title will bring for your platform.
For instance, demand data shows that audience demand for "X-Men '97" increased by 94.6% in Canada during March 2024, which indicates growing popularity of the show. This insight can help you evaluate the potential of acquiring the show for your platform.
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Our TV audience measurement dataset is truly global. Discover how popular Disney+‘s X-Men '97 is in any of the following selected markets. Need data for other markets? Find out more about DEMAND360LITE.
Parrot Analytics is the leading global content demand analytics company for the multi-platform business of television. With the world’s largest TV audience demand dataset, the company currently tracks more than 1.5B daily expressions of demand in 100 languages, not only in Canada, but also in 100+ other markets around the world to reveal the television content that consumers watch (viewership) and give their attention to the most.
Parrot Analytics' television demand data highlights the global TV content monetization opportunities for Disney+ and thousands of TV studios, linear networks, broadcasters, pay TV providers and OTT / SVOD platforms.
Unlike TV ratings, our DemandRank TV rating system ensures that important demand signals are weighted more heavily than others: The more consumer effort required; the more importance is attached to each signal. Once all the signals are weighted and combined, the audience demand for X-Men '97, for example, can be assessed for a market e.g. Canada, which can then be benchmarked against genre averages (e.g. ), using our globally standardized Demand Expressions® metric.
This page has been regenerated on April 22, 2024, 2:01 p.m. PST using tv demand content analytics from Parrot Analytics for X-Men '97 in Canada. We provide our partners with meaningful television industry analyses to help them drive better and more informed content sales strategies. Contact us today to find out more.