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 entertainment executives, analyzing audience demand data can help make more informed decisions on content valuation, programming decisions, and acquisition decisions. Take the example of "Grammy Awards" in Australia in February 2024, which had 4.3 times the audience demand of the average show in Australia over the last 30 days, indicating good demand. This demand data can be instrumental in assessing the value of a title, hence content valuation.
One way to use demand data is to determine how much to spend on content. In this case, executives interested in "Grammy Awards" could use Parrot Analytics content valuation system to reveal the dollar value contribution of the show to their platform. With the show's demand increasing by 80.6% in Australia during February, executives could use valuation data to determine the ROI that "Grammy Awards" could bring to their platform, as well as assess its ability to drive subscriptions and mitigate churn.
Demand data can help with acquisition decisions. Parrot Analytics content valuation system leverages demand data to assess a TV series' ability to drive subscriptions and mitigate churn. Executives could use such data to determine how much "Grammy Awards" is worth to their platform or another, and whether or not it would be a strategic asset for the platform.
Demand data also informs programming decisions. For example, by analyzing the top 10 global markets where "Grammy Awards" is most in-demand over the last 30 days, executives can determine where the show is resonating most with audiences. This data provides insight into which regions would be most receptive to the content and can help executives focus their programming efforts in those areas.
Demand data also enables benchmarking against other titles on the market. By comparing the performance of "Grammy Awards" to the average TV show over the last 30 days, executives can gain insights into how well the show is performing and whether it is resonating with the desired audience.
Finally, demand data leads to informed distribution decisions. Executives can use demand data to ascertain where they should distribute their content. For example, executives could use demand data to determine which platforms will be most receptive to their content or to understand which regions to target when distributing a show.
Overall, analyzing audience demand data can provide essential insights into the value of a title, a show's performance, and its potential audience reach, all of which will help executives make informed decisions about acquisitions, programming, and distribution.
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Our TV audience measurement dataset is truly global. Discover how popular CBS‘s Grammy Awards 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 Grammy Awards, for example, can be assessed for a market e.g. Australia, which can then be benchmarked against genre averages (e.g. Celebrity Reality), using our globally standardized Demand Expressions® metric.
This page has been reconstructed on April 22, 2024, 2 p.m. PST using demand datasets from Parrot Analytics for Grammy Awards in Australia. We provide our partners with essential television industry know-how to help them drive better and more informed content licensing strategies. Contact us today to find out more.