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 entertainment executives, making informed content, acquisition, distribution, or programming decisions is crucial for success in the industry. Demand data can provide valuable insights to help you make these decisions. Let's consider the use of demand data in relation to the popular children's TV series, "Cocomelon," for the month of October 2023 in Denmark.
Firstly, demand data can help with content valuation. Using Parrot Analytics' content valuation system, you can determine the dollar value contribution of "Cocomelon" to any platform in any region. With 13.1 times the audience demand of the average show in Denmark over the last 30 days, the economic valuation of this show is high. This level of demand is outstanding, with only 2.7% of all TV shows having this level. The demand for "Cocomelon" increased by 8.3% during October in Denmark, indicating its rising popularity. Comparing the show's performance on a 1-year rolling basis to the past 30 days, its popularity has increased recently.
Additionally, demand data can inform content acquisition decisions. Looking at the top 10 global markets where "Cocomelon" is most in-demand, it outperforms the demand of the average TV show in each of these markets, indicating that this show has a broad appeal and could be a valuable acquisition for any platform. The United States is the top global market for "Cocomelon," with outstanding audience demand of 15.1x. Ranked second is Pakistan, where demand is also outstanding. Other markets where the demand is outstanding include Ireland, India, South Africa, United Kingdom, Trinidad & Tobago, Jamaica, and the Philippines.
Demand data also informs distribution decisions. When it comes to target markets, Denmark is a good place to distribute "Cocomelon" as it has outstanding demand in the family genre, ranking at the 100.0th percentile in October. However, since "Cocomelon" has higher demand than 100.0% of all family titles in Denmark, it would be advisable to distribute it in other markets as well, where the demand is also outstanding.
Finally, demand data can inform programming decisions. It can assist in optimizing a show's release strategy and pricing by revealing insights into audience demand and behavior. Demand data can also allow you to compare the performance of "Cocomelon" against other titles on the market and inform pre-release marketing.
In conclusion, as an entertainment executive, the use of demand data is essential to help inform content, acquisition, distribution, and programming decisions. The analysis of "Cocomelon" for October 2023 in Denmark shows how demand data can provide valuable insights to help make more informed decisions in these areas.
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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 Denmark, 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 youtube 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 Cocomelon, for example, can be assessed for a market e.g. Denmark, which can then be benchmarked against genre averages (e.g. Pre-school), using our globally standardized Demand Expressions® metric.
This page has been altered on April 22, 2024, 2:03 p.m. PST using tv demand analytics from Parrot Analytics for Cocomelon in Denmark. We provide our partners with deep TV industry expertise to help them drive better and more informed content investment strategies. Contact us today to find out more.