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.
If you're a TV executive making strategic decisions around content, acquisition, distribution, or programming, demand data is vital to making informed decisions. Take, for instance, the case of "Dave" and the insights we've gathered from demand data.
Content Valuation: The demand data tells us that "Dave" has 3.7 times the audience demand of the average show in Australia over the last 30 days, and only 8.6% of all TV shows have this level of demand. This measure of demand is crucial to determining the economic value of this title to any OTT platform or linear network. You can use demand data to evaluate how much a title is worth to a streaming service; this information allows you to assess the viability of any content acquisition, commissioning, or production decision.
Programming Decisions: By knowing which other shows fans of "Dave" also like, you could assess co-viewing opportunities and possible brand partnerships. You can use demand data to inform a scalable concept-testing approach- examining which elements of existing content work and how upcoming production can be optimized for success. You could use demand data to determine the best release strategy for "Dave," as timing and region-specific demand heavily influence audience engagement.
Acquisition Decisions: The show's peak demand was 5.3 times the average over the course of an entire year, peaking at 5.8 times the title average in the last 30 days. Comparing the performance of "Dave" over a rolling year and the last 30 days highlights the show's increased popularity over time. Also, by analyzing its top ten global markets, "Dave" has shown outstanding audience demand in every market relative to the average title. Therefore, knowing which markets around the world have high demand for the show would aid with acquisition decisions.
Distribution Decisions: Examining the worldwide demand for "Dave" across all platforms, its travelability (demand outside the country of origin), its reach (number of people expressing demand), and of course, its performance in specific markets such as Australia, where demand for the show decreased by 11.5%, would optimize distribution decisions. The fact that travelability is "okay" is a reminder that the international market audiences might not have the appetite for "Dave" compared to the demand in the United States. Therefore, you could use demand data to assess which platforms to target for distribution of "Dave," irrespective of the content owner.
Overall, "Dave" proves why demand data has become a vital part of executives' decision-making process. Evaluating content through demand data enables executives to address key questions such as the value of IP globally, optimal pricing, release strategies, exclusive libraries, and more. By making informed decisions grounded in fact-based insights, executives stand a better chance of delivering long-term success.
Dave's travelability to Australia in the last 30 days is 44%, which means that the audience demand for Dave is 44% of the demand in its country of origin, United States. Click through to another market to discover how well Dave travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular FX‘s Dave 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 FX 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 Dave, for example, can be assessed for a market e.g. Australia, which can then be benchmarked against genre averages (e.g. Musical Comedy), using our globally standardized Demand Expressions® metric.
This page has been altered on April 18, 2024, 2:03 p.m. PST using television demand data from Parrot Analytics for Dave in Australia. We provide our partners with valuable OTT analyses to help them drive better and more informed content partnership strategies. Contact us today to find out more.