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 can leverage demand data to make more informed content decisions, specifically in content acquisition, distribution, and programming. Here are some of the ways that Parrot Analytics demand data analytics can enhance your decision-making process using the example of the Australian police drama series "Blue Heelers" in March 2024:
1. Content Valuation: Parrot Analytics content valuation system is based on demand data, and it can help you determine how much to spend on content. You can apply content valuation to individual series or an entire library, which means you can start unbundling the value of content on any streaming service.
Blue Heelers achieved 5.2 times the audience demand of the average show in Australia over the last 30 days, indicating it had good demand. Demand is the primary driver of content valuation, so the show's high demand may imply that it is a valuable asset to the platform.
2. Region-Specific Audience Demand Data: Demand data provides insights regarding a show's popularity in a particular market, which can help an entertainment executive to make more informed decisions on distribution and programming.
Blue Heelers ranked as the most popular local production on Australian television in March 2024, with demand for the show surpassing 5.2 times the average. Additionally, the show's peak rank in Australia was 465 in March, a significant improvement from the prior month by 114 spots. This information reassures an entertainment executive that Blue Heelers is popular in Australia and would be a good fit for any SVOD or TV network targeting the local market.
3. Performance on a Rolling Basis: Understanding demand trends and shifts over time is essential in making effective programming and acquisition decisions. Rolling performance analysis can help you understand the audience's interest in a show and its potential longevity.
By examining the top 10 global markets where Blue Heelers is most in-demand for 30 days, we can find that this TV series outperforms the demand of the average TV show (1x) in each of these markets. Australia is the top contender, with the show achieving good audience demand of 2.0x. The US ranked second, with okay demand. Looking closer, Blue Heelers maintained an average demand of 4.8 times the average title over time, leading to an eventual peak demand of 9.5 times the average. In March 2024, it peaked at 7.3 times the average in the last 30 days, indicating that the show's popularity is increasing.
4. Showcase Top Similar Titles and Evaluating Growth Potential: Evaluating titles' growth potential and identifying similar titles to serve as benchmarks is particularly important for content acquisition and programming decisions.
Blue Heelers’ audience also likes shows such as “Run The World,” “South Park,” and “Harriet The Spy.” You can use this competitive benchmarking data to help an entertainment executive find similar shows that can serve as models for new content and acquire under-monetized titles.
5. Pre-release Marketing: Demand data is a valuable tool for pre-release marketing. It provides insights into the audience's interest and lets you know the types of media to use to reach the target audience.
Demand for Blue Heelers has increased by 20.2% over March 2024, indicating that the series performs well in the local market. Additionally, the show's peak demand is astonishingly high compared to the average Australian show, making it unique and a potential focus for future marketing campaigns.
To conclude, Parrot Analytics demand data can help answer various questions that an entertainment executive may have. Whether evaluating content for acquisition, analyzing its performance, or determining its value, Parrot Analytics demand data provides actionable insights to help make more informed decisions.
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Acquire the best shows from partners such as Seven Network to fortify your competitive position in Australia. Contact us now to access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles (e.g. Blue Heelers), including those that have not even been released. Leverage a return-focused selection criteria for title acquisition by incorporating country-specific trend and market demand factors.
Command your Drama genre niche with maximum net subscriber adds. Contact us now to harnesses audience demand data to gain insights for growing and keeping a subscriber base. Leverage a return-focused selection criteria for title acquisition from partners such as Seven Network by incorporating country-specific trend and market demand factors for all markets including Australia. Appeal to the individuality of your audience base, taking into consideration the unique and limitless characteristics of taste clusters.
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Our TV audience measurement dataset is truly global. Discover how popular Seven Network‘s Blue Heelers 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 Seven Network 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 Blue Heelers, for example, can be assessed for a market e.g. Australia, which can then be benchmarked against genre averages (e.g. Crime Drama), using our globally standardized Demand Expressions® metric.
This page has been regenerated on April 22, 2024, 2:04 p.m. PST using global television demand data from Parrot Analytics for Blue Heelers in Australia. We provide our partners with smart SVOD insight to help them drive better and more informed content partnership strategies. Contact us today to find out more.