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 a TV executive, you can use demand data to inform your content decision-making process, and the example of "Modern Family" in Australia in January 2024 is a perfect illustration of how this works.
Firstly, let's look at how demand data can be used for content valuation. By using Parrot Analytics' content valuation system, you can determine the dollar value contribution of any title to any platform in any region. "Modern Family" has 10.9 times the audience demand of the average show in Australia, which indicates it has significant value. Knowing the baseline value of a title can help you make informed decisions on how much to spend on content. Furthermore, using demand data, you can calculate the ROI a specific title will bring for any given platform. You can also use demand data to assess the ability of a TV series to drive subscriptions and mitigate churn, which can further help you tailor your content to your audience's preferences and ensure consistent revenue streams for your platform.
Demand data can also help with programming decisions. You can use audience demand to determine the popularity of a series and gain insight into what genres and content resonate with the local market. This will help you choose the most popular titles and ensure your content strategy remains relevant to your target audience. In the context of "Modern Family", it ranks at the 99.9th percentile in the romance genre in Australia, which indicates that it has higher demand than 99.9% of all romance titles in that region. This knowledge will enable you to develop relevant programming blocks to engage your audience.
Demand data also informs optimal distribution decisions. By analyzing the top 10 global markets with the most demands for a particular title, you can determine which regions to focus on and tailor your marketing strategy and distribution plans for those regions. Additionally, you can use demand data to value your content. In the case of "Modern Family," knowing that its demand in Australia was 45% of its demand in the United States sheds light on its global popularity and informs decisions on how to optimize its reach globally.
Finally, demand data can help with acquisition decisions. Applying content valuation to an entire series will allow you to assess the value of its library to your platform over time. This can help you determine which titles to acquire or produce for your platform and tap on opportunities for growth. In the example of "Modern Family," you can learn from its popularity in the US as its most significant market and tailor acquisition strategies accordingly.
In conclusion, demand data is a valuable tool for TV executives to make more informed decisions when it comes to content, acquisition, distribution, and programming. By looking at the example of "Modern Family," you can see how demand data can help with content valuation and programming decisions, aid optimal distribution, and inform acquisition decisions. This way, you can make informed decisions that resonate with your audience's preferences, ensuring the success of your platform.
Modern Family's travelability to Australia in the last 30 days is 45%, which means that the audience demand for Modern Family is 45% of the demand in its country of origin, United States. Click through to another market to discover how well Modern Family travels internationally.
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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 abc 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 Modern Family, 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 altered on March 29, 2024, 7:33 a.m. PST using global television demand metrics from Parrot Analytics for Modern Family in Australia. We provide our partners with meaningful media industry analyses to help them drive better and more informed content licensing strategies. Contact us today to find out more.