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.
How Parrot Analytics' Demand Data Can Help Entertainment Executives Make More Informed Decisions:
Entertainment executives from various industries can benefit from using Parrot Analytics' demand data for content valuation and decision making purposes. One example of a show in high demand is "Coachella," an annual music and arts festival held in California, United States.
Content Valuation:
Entertainment executives can use Parrot Analytics' demand data to determine the economic value of a title. For example, "Coachella" has a demand of 10.6 times the average show in Australia over the last 30 days, which is outstanding. This high demand can be used to determine the dollar value contribution of the title to any platform, in any region.
Programming and Acquisition Decisions:
Entertainment executives can use demand data to inform programming and acquisition decisions. For instance, "Coachella" is in high demand, with a rank of #61 in Australia, and an increase of 90 spots during August in Australia alone. Additionally, compared to its demand 90 days prior, demand for the show has been increasing recently, with a 49.3% increase in Australia during August. These insights can help executives decide whether to acquire or produce similar content or include it within a programming schedule.
Distribution Decisions:
Through Parrot Analytics' demand data, content executives can assess the potential success of a title in different global markets. For instance, "Coachella" has a strong demand in the United States, India, the United Kingdom, Pakistan, Nigeria, Brazil, Germany, Canada, and the Philippines. This data can inform executives' distribution decisions, such as which platforms to target for distribution.
Content Recognition:
Entertainment executives can measure audience demand and reception using Parrot Analytics' demand data. With the case of "Coachella," the audience demand for the show has been maintained over time, indicating longevity. The show's momentum, or the pace of growth, is excellent, and its reach in terms of the number of people expressing demand for the show is outstanding.
Marketing and Promotions:
Using demand data, entertainment executives can optimize their marketing campaign ahead of the premiere. With "Coachella," demand spiked in late August 2023, which can inform executives' marketing and promotional strategies.
In conclusion, demand data can inform a wide range of business decisions, from content valuation to distribution and marketing plans. Through Parrot Analytics' demand data, entertainment executives can make informed decisions by measuring audience demand and reception, identifying high-demand titles and markets, and quantifying the success of a title over time, among other things.
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Our TV audience measurement dataset is truly global. Discover how popular YouTube Premium‘s Coachella 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 YouTube Premium 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 Coachella, for example, can be assessed for a market e.g. Australia, which can then be benchmarked against genre averages (e.g. Music Variety), using our globally standardized Demand Expressions® metric.
This page has been reconstructed on Oct. 6, 2023, 2:01 p.m. PST using global tv demand analytics from Parrot Analytics for Coachella in Australia. We provide our partners with far-reaching media industry workflows to help them drive better and more informed content distribution strategies. Contact us today to find out more.