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, using demand data can help inform content, acquisition, distribution, and programming decisions. The case of "Only Murders In The Building" demonstrates how demand data can be used to assess a TV series' performance across different markets. The outstanding demand for the show in Argentina is an indication that it is highly popular among viewers in this market compared to other TV shows in the mystery genre. Furthermore, the Parrot Pulse provides an independent measure of the show's global performance, highlighting its exceptional travelability and longevity, which means it is well suited for international distribution and viewership over time.
Content valuation is another area where demand data comes in handy. The Parrot Analytics content valuation system is based on demand data and uses it to reveal a title's economic valuation, allowing content executives to make informed decisions about content acquisitions and programming. A key advantage of using demand data for content valuation is that it provides insights about how a title drives engagement across the content catalog and assesses the audience's response to content. This could help answer several questions, such as determining how much to spend on content and the ROI that a specific title brings to a platform.
Demand data can also help executives with travelability, enabling them to understand which content has global appeal and how funds should be allocated to maximize future content investments. For instance, the outstanding demand for "Only Murders In The Building" in the United States, Canada, Australia, Germany, Netherlands, Italy, Israel, and Greece gives insight into where and how the show should be distributed.
Analysis of the show's performance can provide additional insight to guide content development, acquisition, distribution, and programming decisions. For example, looking at the show's performance in the United States, its home market, can provide insights into how well it resonates with its core audience, while examining demand in other markets can help executives learn about the content that would be popular in those markets. In addition, by monitoring demand trends, there is an indication that demand for the show is increasing in popularity in Argentina.
In conclusion, using demand data gives executives insights into audience interests, behavior, and preferences, allowing them to make informed decisions about content valuation, content development, acquisition, distribution, and programming. Using robust demand data analytics tools like Parrot Analytics enables executives to identify opportunities, understand the strengths and weaknesses of their programming strategies and capitalize on audience needs, unlocking new value and growth opportunities.
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Our TV audience measurement dataset is truly global. Discover how popular Hulu‘s Only Murders In The Building 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 Hulu 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 Only Murders In The Building, for example, can be assessed for a market e.g. Argentina, which can then be benchmarked against genre averages (e.g. Mystery Drama), using our globally standardized Demand Expressions® metric.
This page has been modified on May 10, 2024, 1:01 a.m. PST using global tv demand analytics from Parrot Analytics for Only Murders In The Building in Argentina. We provide our partners with valuable subscription-video-on-demand know-how to help them drive better and more informed content licensing strategies. Contact us today to find out more.