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.
If you are an entertainment executive, it is important to understand how to effectively utilize audience demand data to make more informed content acquisition, distribution, and programming decisions. In this context, let us use Parrot Analytics' demand data on "American Idol" to illustrate its applications in strategic decision making.
The first insight from the Parrot Analytics' data is that "American Idol" has been performing well in Australia over the last 30 days, with 4.1 times the audience demand of the average show there. This indicates that the show could be a valuable title for platforms looking to increase engagement and reduce churn. Additionally, with a peak rank of #545 in Australia, moving 209 spots up in February, it is clear that the show has been resonating well with Australian audiences recently, confirming its popularity.
Another way for entertainment executives to apply demand data is in content valuation. Parrot Analytics' content valuation system is an economic valuation system that uses global content demand and supply to reveal the dollar value contribution of any title, to any platform, in any region. By using demand data, executives can calculate the ROI a specific title will bring for a platform, assess a TV series' ability to drive subscriptions and mitigate churn, as well as estimate the baseline value of a title. The demand data of "American Idol" in Australia indicates that its content value within the Australian market is good, given its increased demand and popularity recently.
In addition, the demand data for "American Idol" can be used to understand its performance in different regions. For example, the show has high demand globally, with outstanding audience demand across all platforms. In the Netherlands, it has outstanding demand, while in Canada, Germany, France, Norway, Poland, United Kingdom, and Australia, it has good demand. By understanding the geographic breakdown of demand, executives can select the most relevant region to focus on for optimizing content acquisition or licensing strategies.
Demand data can also reveal information about the taste clusters of viewers and help identify other popular shows that "American Idol" fans may enjoy. For instance, shows such as "Ridiculousness", "The Voice (ZA)", and "The Voice (US)" are some of the shows that fans of "American Idol" enjoy. By understanding taste clusters, executives can create content that could attract more viewers and retain existing audiences, thereby driving demand in the long run.
Lastly, executives can use the data for "American Idol" to understand its momentum, the pace of its growth, longevity, and reach. With exceptional longevity and outstanding momentum, the show has the potential of being a significant strategic asset for a streaming platform or network. Its reach is also good, implying the potential of attracting new subscribers to a platform or network if utilized optimally.
In conclusion, leveraging demand data provides critical insights for entertainment executives to make more informed strategic decisions. As demonstrated by the case of "American Idol" in Australia, demand data can be leveraged to understand the performance of a title within a region and its content value, identify taste clusters, understand momentum, longevity, and reach, among other insights.
American Idol's travelability to Australia in the last 30 days is 26%, which means that the audience demand for American Idol is 26% of the demand in its country of origin, United States. Click through to another market to discover how well American Idol travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular abc‘s American Idol 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 Australia, 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 abc 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 American Idol, for example, can be assessed for a market e.g. Australia, which can then be benchmarked against genre averages (e.g. Performance Reality), using our globally standardized Demand Expressions® metric.
This page has been adjusted on March 29, 2024, 3:28 a.m. PST using television demand data from Parrot Analytics for American Idol in Australia. We provide our partners with smart subscription-video-on-demand competencies to help them drive better and more informed content marketing strategies. Contact us today to find out more.