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.
Content executives who are looking to make informed content, acquisition, distribution or programming decisions can benefit greatly from demand data like that provided by Parrot Analytics. By analyzing the case of "CoComelon Lane," we can explore how this data can inform decision-making by examining some of the questions that entertainment executives might have:
1. Content valuation uses demand data to answer questions like "How much is this series worth?" and "What is the baseline value of a title?" The demand data for "CoComelon Lane" shows that it has 4.8 times the audience demand of the average show in Australia, which would suggest that it has a high value. However, its declining demand over the last 90 days, and especially over the course of February 2024, is also important to consider, as well as its notable drop in rank. Ultimately, trends in demand can inform valuations, as well as how valuable a title is to a particular audience or platform.
2. Demand enables valuing IP globally, which would allow content executives to understand factors like "What is the show's international demand relative to its home market?" The demand data for "CoComelon Lane" shows that it falls a bit short in travelability; for instance, in Australia, its demand was only 32% of its demand in the US. Content executives can use the demand data to identify where the show is underperforming globally and explore why.
3. Demand data powers content valuation by helping executives to "quantify the platform-specific marginal revenue contribution" and how a title drives engagement across the rest of the catalog. Understanding the audience's demand for particular titles, like "CoComelon Lane," can inform how they contribute to the platform's overall business and provide useful information about user engagement.
4. Content executives may question how to determine how much to spend on content. "CoComelon Lane's" demand data can inform how much to spend in a few ways. First, by looking at the show's "franchiseability," which is rated as poor for "CoComelon Lane," executives might want to think twice before investing in spin-offs, even if the show's rising demand over the last month might suggest otherwise. Additionally, by looking at how the audience demand for the show is maintained over time (measured by its "longevity"), executives can make more informed decisions about how much to spend on particular titles.
5. They may also need to determine how to retain subscribers. In this regard, demand data helps identify which titles have a dedicated audience that can be retained, as well as which titles have growing demand that might attract new subscribers. "CoComelon Lane" appears to be doing well in this regard, with its high demand in many global markets, but its decline in Australia may suggest that retention strategies need to be rethought for this market.
With Parrot Analytics' demand data available, entertainment executives can answer many questions they might have about their content decisions. For instance, by looking at the audience demand for "CoComelon Lane" in Australia, executives can identify other family titles that the audience is interested in, get a sense of how popular different genres are in this market or globally, and determine how effective their marketing campaign is, as well as how to optimize it.
Overall, the demand data for "CoComelon Lane" shows that while the show has significant demand; nevertheless, the declining trend can't be ignored. However, by working with Parrot Analytics and utilizing the data to its fullest extent, entertainment executives can make more informed decisions about the content they produce, acquire, distribute, or program in order to maximize its value and subscriber engagement.
CoComelon Lane's travelability to Australia in the last 30 days is 7%, which means that the audience demand for CoComelon Lane is 7% of the demand in its country of origin, United States. Click through to another market to discover how well CoComelon Lane travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Netflix‘s CoComelon Lane 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 Netflix 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 CoComelon Lane, for example, can be assessed for a market e.g. Australia, which can then be benchmarked against genre averages (e.g. ), using our globally standardized Demand Expressions® metric.
This page has been regenerated on April 22, 2024, 2:02 p.m. PST using television demand data from Parrot Analytics for CoComelon Lane in Australia. We provide our partners with deep television capabilities to help them drive better and more informed content partnership strategies. Contact us today to find out more.