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.
Entertainment executives today are facing an increasingly complex landscape in which to make important decisions about what content to produce, acquire, distribute, or program. To make informed decisions, they need real-time insights into how different titles are performing from the audience's perspective. Fortunately, demand data is becoming an essential tool for these executives across the entertainment industry. Let's use "Flo" as an example of how demand data can be used to make more informed decisions.
Firstly, the analysis of "Flo" in Australia for the month of October 2023 shows that demand for the show is good. With 3.0 times the audience demand of the average show in Australia over the last 30 days, Flo is performing well. Moreover, only 8.6% of all TV shows have this level of demand. A higher demand for a show means it has a higher value, making content valuation important. Therefore, executives can use this demand information to optimize bids and secure favorable terms for the acquisition of content rights. For instance, knowing that the demand for "Flo" is high, they can increase the advertising budget, hence increasing the number of people who know about and watch the show.
Another metric to consider is how the show ranks in its genre. In October, "Flo" ranked at the 96.4th percentile in the comedy genre in Australia, implying the show has higher demand than 96.4% of all comedy titles in Australia. This information can be used to pick shows in the same genre that perform similarly well for acquisition or distribution.
Additionally, looking at the evidence about how much the demand has increased over time is useful in decision making. Audiences' demand for "Flo" has been increasing in Australia by 120.0% during October. Knowing the rate at which the audience is warming up to "Flo" can be leveraged when planning the marketing strategy and advertising campaigns that focus on attracting even more viewers.
The idea of the future of OTTOr video streaming service is to have a global presence. Availability of shows to global audiences can be achieved if the content has a high "travelability" score, which quantifies a show's international demand relative to its home market. In the case of "Flo", its global audience demand in all platforms is good, while its travelability is poor. Therefore, the distribution and programming executives can use demand insights to understand which titles resonate strongly outside of their home market. Moreover, a show "travelability" score can be improved by analyzing the reasons why it fares better in some regions and incorporate them into the marketing strategy.
Finally, executives can leverage demand data to help them understand what audiences like most from existing content and how it can be leveraged in upcoming productions. Distributors and executives can also use demand analysis to identify under-monetized content assets and repurpose them for further distribution or syndication. Ultimately, leveraging audience demand data can help executives select, finance, and distribute content that performs well from all perspectives, including monetary value, audience engagement, and critical acclaim.
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Acquire the best shows from partners such as CBS to fortify your competitive position in Australia. Contact us now to access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles (e.g. Flo), including those that have not even been released. Leverage a return-focused selection criteria for title acquisition by incorporating country-specific trend and market demand factors.
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Our TV audience measurement dataset is truly global. Discover how popular CBS‘s Flo 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 CBS 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 Flo, for example, can be assessed for a market e.g. Australia, which can then be benchmarked against genre averages (e.g. Sitcom), using our globally standardized Demand Expressions® metric.
This page has been modified on April 22, 2024, 2:03 p.m. PST using demand analytics from Parrot Analytics for Flo in Australia. We provide our partners with meaningful OTT analyses to help them drive better and more informed content licensing strategies. Contact us today to find out more.