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 need to make informed decisions about what kind of content to create, acquire, distribute, or program on your platform. Demand data can help you with that, and the example of "Be With You" can provide some useful insights.
Firstly, demand data can give you a sense of how well a specific title is performing in a specific market. For "Be With You," we can see that its demand in Australia is good, with 2.0 times more audience demand compared to the average TV show in the country over the last 30 days. This indicates that the show is well-received by the audience and could be an attractive acquisition for an OTT or SVOD platform or a linear or pay TV network in Australia.
Moreover, demand data can inform content valuation, which is essential when determining how much to spend on acquiring content. Parrot Analytics' content valuation system is based on demand data and can reveal the dollar value contribution of a title to a platform in a specific region. For instance, you can use demand data to estimate how much "Be With You" worth in Australia or to assess its ability to drive subscriptions for your SVOD service.
Demand data also provides insights into the genre preferences of the audience in a specific region. For "Be With You," we know that it ranks at the 97.7th percentile in the romance genre in Australia, indicating that the romance genre is popular in the country. This knowledge could help executives make programming and content acquisition decisions in the Australian market.
Moreover, demand data can provide information about the trending topics or content that is currently of interest to the audience. For "Be With You," we can see that its demand spiked in late January 2024 in Australia, indicating that something happened that sparked increased audience interest in the show and potentially in the genre it portrays as a whole. This piece of information could be useful for executives to plan marketing strategies and promotions for similar content.
Finally, comparing the performance of a show on a rolling year basis and over 30 days could help executives understand the popularity and momentum of a title. For "Be With You," we see that although its peak demand was 9.5 times higher than the rolling year average, it recently peaked 2.3 times over the last 30 days, indicating increasing popularity. This gives executives insights into how well a title is doing and how it is evolving over time.
In conclusion, demand data provides a wealth of information that can help entertainment executives make informed decisions about content acquisition, distribution, and programming. The "Be With You" example highlighted how demand data can inform content valuation, provide insights into genre preferences, give information on trending topics, and understand the popularity and momentum of a title. By leveraging demand data, entertainment executives can make data-driven content decisions that are more likely to resonate with their audience.
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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 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 SET TV 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 Be With You (好想談戀愛), for example, can be assessed for a market e.g. Australia, which can then be benchmarked against genre averages (e.g. Romantic Drama), using our globally standardized Demand Expressions® metric.
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