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.
Are you an entertainment executive looking for ways to make informed content and programming decisions for your platform or network? Do you need to build a robust content library that keeps audiences engaged and grows your subscribership? Well, look no further than Parrot Analytics' demand data, which can help you make data-driven content and programming decisions.
Let's examine how demand data can be used by entertainment executives in their decision-making and to look at a specific example: "Cops," a documentary TV show. Based on the demand data, we can draw the following insights:
- Australia's demand for "Cops" has been increasing recently, with a 2.2x higher audience demand than the average show in the country over the last 30 days. The show has a low rank in Australia, which means that there is room for improvement by increasing its marketing efforts to increase popularity.
- "Cops" has been maintaining its audience's demand well over time, making it an outstanding show according to Longevity metrics.
- "Cops" has good momentum, which means that it is growing at a good pace.
- The show's reach is good which indicates that it will attract have broad appeal and attract new potential subscribers to platforms or networks.
- The show's perception of franchisability is okay, which means that this title has the potential to be made into spin-offs.
These insights can be used by entertainment executives to make more informed decisions about acquiring, distributing, programming, or even marketing the show. For example, an SVOD platform looking to grow its subscriber base in Australia can acquire "Cops," as it has a low rank in the country but has been increasing demand in recent months.
ACOD ratings help to estimate the financial worth of this content to a platform or network. On a rolling year, "Cops" demand has been 0.9 times the average title, while in the last 30 days, it has been 2.2 times this average in Australia. This means that the platform can monetize this content, as it is more in demand for the current period.
Platforms or networks must continually provide users with personalized recommendations for content that simultaneously matches viewers' interests and consumption history. Demand data can be used to provide these recommendations, such as choosing the best performing content and genre clusters that an audience is interested in. "Cops" is in the Documentary genre and, during February, was in the 97.5th percentile in the genre, which means that it has higher demand than 97.5% of all documentary titles in Australia.
Another key insight from the demand data analysis is that "Cops" underperforms in many countries compared to its home market of the United States. However, it ranks first in the United States, with an outstanding audience demand of 9.3x. This means that "Cops" can be a great content for the major networks in the United States.
Finally, as an entertainment executive, if you need to make more informed decisions about marketing campaigns or improving user retention, you can use demand data to determine the best release strategy and pricing for both new and old titles, as well as identify the most popular genres and tailor your marketing campaign to the audience in question.
In conclusion, using Parrot Analytics' demand data for content valuation helps entertainment executives understand title value contribution across different regions and platforms. These insights help make more informed decisions when it comes to acquiring, producing, distributing, programming, or marketing content. As in the case of "Cops," demand data analysis gives a better understanding of content popularity in different regions, long-term performance, growth patterns, genre clusters, and much more. Therefore, demand data is a must-have tool for entertainment executives who want to make informed strategic decisions for their platforms or networks.
Cops's travelability to Australia in the last 30 days is 30%, which means that the audience demand for Cops is 30% of the demand in its country of origin, United States. Click through to another market to discover how well Cops travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Paramount Network‘s Cops 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 Paramount 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 Cops, for example, can be assessed for a market e.g. Australia, which can then be benchmarked against genre averages (e.g. Crime Reality), using our globally standardized Demand Expressions® metric.
This page has been amended on March 28, 2024, 11:43 a.m. PST using global demand data from Parrot Analytics for Cops in Australia. We provide our partners with deep SVOD analyses to help them drive better and more informed content partnership strategies. Contact us today to find out more.