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.
As an entertainment executive, understanding demand data is an essential tool that can be used in making informed content decisions. By using Australia's performance analysis of the TV show "Horrible Histories" provided by Parrot Analytics, we can illustrate how demand data can be applied.
First, demand informs content valuation, which helps in determining the value of a title to a platform. Based on its demand data, we can estimate that "Horrible Histories" generates 3.1 times the revenue contribution of an average title in Australia over the past 30 days. Additionally, its 97.2nd percentile ranking in the family genre indicates that its demand is higher than 97.2% of all family titles in Australia.
Second, demand data can inform acquisition decisions. As fans can be drawn to shows with similar themes or styles, a platform looking to acquire titles can use this insight to identify other shows that are likely to be successful. "Horrible Histories" has shown an increase of 36.6% in audience demand within the last month, a spike that happened towards the end of March 2024, highlighting the show's potential for acquisition.
Third, demand data can help in programming decisions. For example, by looking at the top 10 global markets where "Horrible Histories" is most in-demand over the past 30 days, we can determine those areas where the show will likely perform the best. Knowing the show's biggest markets and how it is performing in those areas, execs can tailor its distribution and marketing strategy accordingly and use "Horrible Histories" as a benchmark for other family or historical TV shows.
Lastly, demand data helps evaluate content performance over time. Momentum, reach, and longevity are among the parameters that Parrot Analytics considers when providing insights on the show's performance, with "Horrible Histories" performing well on each dimension. Knowing how well a title is trending, identifying its peak and baseline demand, and recognizing trends and spikes that could deepen predictions and strategic moves over time.
In conclusion, demand data gives entertainment executives a valuable insight into their audiences' likes and dislikes, allowing them to make more informed and effective content, acquisition, or programming decisions. By putting the example of "Horrible Histories" into practice and examining the show's demand data in Australia, we can see how this data can support informed decision-making that can optimize titles' performance and revenue streams.
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Our TV audience measurement dataset is truly global. Discover how popular CBBC‘s Horrible Histories 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 CBBC 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 Horrible Histories, for example, can be assessed for a market e.g. Australia, which can then be benchmarked against genre averages (e.g. School), using our globally standardized Demand Expressions® metric.
This page has been regenerated on April 22, 2024, 2:03 p.m. PST using demand metrics from Parrot Analytics for Horrible Histories in Australia. We provide our partners with valuable content analyses to help them drive better and more informed content investment strategies. Contact us today to find out more.