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 use demand data to make more informed content, acquisition, distribution, and programming decisions. Using the example of "Canada's Drag Race" in December 2023 in Australia, we can show how this data can be used in practice.
Firstly, audience demand data shows that "Canada's Drag Race" has 2.1 times the audience demand of the average show in Australia over the last 30 days. This indicates that the demand for the show is healthy and that it is in the top 8.6% of all TV shows. This data can help decision-makers to make more informed content valuation decisions, using demand data to calculate the dollar value contribution of the show to a platform in any region.
Moreover, comparing demand data over different time periods allows executives to make programming decisions. For instance, the demand for "Canada's Drag Race" has increased recently, with its demand over the last 90 days being 0.9 times the average, rising to 2.1 times the average over the last 30 days. This indicates an increase in popularity and can be used in programming decisions, such as scheduling and promotion.
Also, understanding the audience sentiment towards the show and its related content can be useful in making acquisition decisions. The data reveals that other shows that fans of "Canada's Drag Race" also enjoy are "RuPaul's Drag Race All Stars", "Drag Race Brasil", "Drag Race Germany", "RuPaul's Drag Race Down Under", and "RuPaul's Drag Race All Stars: Untucked!" amongst others. This information can help to guide acquisition decisions, especially if there are opportunities to expand the franchise, such as spin-offs or franchise development.
Demand data can also be used to make distribution decisions. The Parrot Pulse for "Canada's Drag Race" provides an independent measure of its global performance across six dimensions. This data shows the worldwide audience demand across all platforms to be okay, whilst its travelability is okay, indicating that it has good international demand, longevity, momentum, and reach. Understanding these dimensions can help in deciding which platforms to target for distribution of the content.
Finally, understanding audience demand data can inform marketing and subscriber acquisition decisions. For instance, demand spiking in late December 2023 highlights that there might be an opportunity to target the audience again in the future with new content or promotions. Additionally, understanding which content resonates with the audience and has higher demand can guide decisions on which titles to buy if you want to grow your audience and which titles should be acquired to increase engagement and retain customers.
In conclusion, demand data is a powerful tool that can help entertainment executives make better-informed decisions. Whether it be content valuation, acquisition, distribution, programming, marketing, or subscriber-related decisions, understanding audience demand data can provide valuable insights that enable decision-makers to make more informed decisions.
Canada's Drag Race's travelability to Australia in the last 30 days is 26%, which means that the audience demand for Canada's Drag Race is 26% of the demand in its country of origin, Canada. Click through to another market to discover how well Canada's Drag Race travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular crave‘s Canada's Drag Race 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 crave 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 Canada's Drag Race, for example, can be assessed for a market e.g. Australia, which can then be benchmarked against genre averages (e.g. Competition Reality), using our globally standardized Demand Expressions® metric.
This page has been recreated on April 22, 2024, 2:04 p.m. PST using demand metrics from Parrot Analytics for Canada's Drag Race in Australia. We provide our partners with extensive SVOD capabilities to help them drive better and more informed content licensing strategies. Contact us today to find out more.