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 industry executive, you are constantly looking for insights to help you make informed decisions in content valuation, acquisition, distribution, and programming. Such insights can be derived from the vast amounts of demand data that are currently available. Take "Burn Notice" as an example and let's see how demand data can be used by executives to make more informed decisions.
Firstly, demand data supports content valuation decisions such as how much a title is worth. Parrot Analytics' content valuation system uses the demand data to reveal the contribution of a title in dollar value to any platform, in any region. It enables the assessment of a TV series' ability to drive subscriptions and mitigate churn, which can help in deciding how much to spend on content acquisition.
Secondly, demand data enables executives to make more informed acquisition decisions. By assessing the demand of a title in its home and foreign markets, executives can establish which titles to acquire and where they should be distributed, as well as determine which titles might be ripe for spin-offs, franchises, or reboots.
Thirdly, demand data helps executives make more informed distribution decisions. By mapping local white spaces, executives can learn which genres are resonating most with their current audience and which shows are worth distributing further. This in turn helps in making optimal release strategy and pricing decisions.
Fourthly, programming decisions can also be informed using demand data. As demonstrated by the performance of "Burn Notice," executives can use demand data to establish which shows are sustaining audience demand over time, which shows are part of the cultural zeitgeist, and which shows can remain under-monetized.
Finally, demand data can also help in making more informed marketing decisions, as well as revealing whether a show has spun-off into other successful titles.
To illustrate concretely, demand data on "Burn Notice" shows that during October 2023 in Australia, it had a demand score of 3.3 times the audience demand of the average show, and only 8.6% of all TV shows had this level of demand. This suggests that the show is popular and can be sold at a higher price in that region. On the other hand, the data also shows that demand for the show has been decreasing overall in the most recent period, which could be a concern for executives considering acquiring the show or deciding when to release it in a particular region.
The show's peak demand score of 6.8 times the average over the entire year and its outstanding longevity performance could be good selling points for the show to acquire and distribute further. Finally, taking note of the other shows that fans of the show also like, executives can make more informed decisions about which content to produce, acquire, or distribute based on the insights of their fans' tastes.
Overall, demand data provides executives with powerful insights that they can use to make more informed decisions about their content valuation, acquisition, distribution, and programming strategies. The insights can also help them establish which titles have spun off successfully, as well as keep up-to-date about changing trends in audience preferences.
Burn Notice's travelability to Australia in the last 30 days is 24%, which means that the audience demand for Burn Notice is 24% of the demand in its country of origin, United States. Click through to another market to discover how well Burn Notice travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular USA Network‘s Burn Notice 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 USA 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 Burn Notice, for example, can be assessed for a market e.g. Australia, which can then be benchmarked against genre averages (e.g. Spy Action), using our globally standardized Demand Expressions® metric.
This page has been recreated on Dec. 5, 2023, 1 p.m. PST using demand content analytics from Parrot Analytics for Burn Notice in Australia. We provide our partners with meaningful subscription-video-on-demand workflows to help them drive better and more informed content advertising strategies. Contact us today to find out more.