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.
For executives in the entertainment industry, using demand data can inform and guide content decisions, acquisitions, programming and distribution. As an example, let's examine the data on the new drama series "Doona!" for the month of October 2023 in Australia, a popular market for streaming services.
The demand for "Doona!" was 2.2 times higher than the average show in Australia, indicating a strong level of demand. The demand for the show has been on an increase, indicating a growing popularity of the show in the market. With this information, entertainment executives can use demand data to inform content valuation, evaluating the relevance of a series for a platform as well as its acquisition and distribution value.
Furthermore, "Doona!" moved up 4,093 spots in its rank in October, indicating a strong performance, and is performing in the 97.4th percentile in its genre. Executives can use this data to evaluate the performance of the series in comparison to other shows in its genre, and potentially consider investing in similar content.
The spike in demand for "Doona!" in late October 2023, as well as its growth in audience demand in Australia by 166.4%, can serve as strong indicators for executives to strategize the timing of their marketing efforts and launch schedule for new shows. Demand data can inform executives of the best time to release a new show to capitalize on heightened audience interest.
By examining other shows that fans of "Doona!" also like, entertainment executives can gain valuable insights into how to promote content and upsell related content. Demand data can also help maximize subscriber acquisition efforts by identifying other popular shows to attract new subscribers to the platform.
The Parrot Pulse for "Doona!" provides a more detailed analysis of its global performance, including audience demand across platforms, travelability, longevity, momentum, franchisability, and reach. Insights from the Parrot Pulse can be useful for executives to evaluate a show's potential for growth, identify markets where the show underperforms or overperforms, and assess its international potential.
In conclusion, demand data is an essential tool for entertainment executives to assess the value of content. Using demand data can help executives make more informed decisions around content valuation, acquisition, programming, and distribution, allowing them to stay ahead of the competition and satisfy their audiences' interests.
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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 Doona! (이두나!), for example, can be assessed for a market e.g. Australia, which can then be benchmarked against genre averages (e.g. Romantic Drama), using our globally standardized Demand Expressions® metric.
This page has been regenerated on April 22, 2024, 2 p.m. PST using television demand metrics from Parrot Analytics for Doona! (이두나!) in Australia. We provide our partners with essential TV series capabilities to help them drive better and more informed content sales strategies. Contact us today to find out more.