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.
For entertainment executives, demand data is a powerful tool that can help make more informed content, acquisition, distribution, and programming decisions. This is apparent in the case of "Got Talent Argentina," a television show based on the English-format Got Talent series, which airs on the Telefe network in Argentina. Let's explore how demand data can help inform content decisions using the example of "Got Talent Argentina" for the month of October 2023 in Argentina.
Firstly, content valuation uses demand data to answer questions such as: How much is my series worth? Using the Parrot Analytics content valuation system, executives can determine the dollar value contribution of any title, like "Got Talent Argentina," to any platform in any region. With "Got Talent Argentina" having 13.1 times the audience demand of the average show in Argentina over the last 30 days as an outstanding indicator of its popularity, content valuation can provide insight into how much the show is worth and why.
Demand data powers Parrot Analytics' content valuation system in assessing a TV series' ability to drive subscriptions and mitigate churn. Executives can use demand data to calculate the return on investment a specific title will bring to any given platform, estimate cannibalization of audiences if a title is available on multiple services, and assess the value of exclusivity. As the Parrot Pulse for "Got Talent Argentina" indicates, for instance, its momentum, reach, and franchisability are poor, while its travelability is lackluster, meaning executives can make better decisions about how to invest in the show and where to acquire or distribute it.
Secondly, demand enables valuing intellectual property (IP) globally. With "Got Talent Argentina" being ranked as number one globally in Argentina with outstanding audience demand of 5.1x, executives can leverage demand data to determine what content is resonating with audiences globally. This is essential knowledge when making content decisions, as it can inform strategic acquisitions or co-productions with international networks or partners.
Thirdly, demand uncovers under-monetized titles like "Got Talent Argentina." With a 16.6% increase in peak demand over the last 30 days compared to the last year, executives can identify new opportunity markets for content distribution and demonstrate that demand for a series is growing. Analyzing top 10 global markets where "Got Talent Argentina" is most in-demand over the last 30 days, we find that the show outperforms the demand of the average TV show (1x) in each of these markets. This insight could inform decisions around where to distribute the show next or how to optimize marketing campaigns.
Finally, demand data powers discovery and recommendations; the right audience on a platform can see the content. "Got Talent Argentina" has seen a decrease in audience demand by 9.2% during October 2023 in Argentina. By analyzing affinity analysis, executives can determine the best talent or brand to partner with to expand the show's audience. Additionally, using demand data can help to identify taste clusters, where executives can identify what audiences like presently.
In conclusion, demand data is a crucial tool that executives can use to make informed decisions about content, acquisition, distribution, and programming. In the example of "Got Talent Argentina," for the month of October 2023 in Argentina, executives can use demand data to inform content valuation, gauge international appeal, uncover under-monetized titles, and power recommendations to optimize marketing campaigns to reach the right audience on a platform.
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Our TV audience measurement dataset is truly global. Discover how popular Telefe‘s Got Talent Argentina 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 Argentina, 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 Telefe 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 Got Talent Argentina, for example, can be assessed for a market e.g. Argentina, which can then be benchmarked against genre averages (e.g. Performance Reality), using our globally standardized Demand Expressions® metric.
This page has been refreshed on April 22, 2024, 2:02 p.m. PST using global television demand data from Parrot Analytics for Got Talent Argentina in Argentina. We provide our partners with extensive SVOD expertise to help them drive better and more informed content sales strategies. Contact us today to find out more.