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, you can use demand data to guide your decisions related to content valuation, programming, acquisition, and distribution. By analyzing the demand data of a TV show like "Outrageous Fortune" in Australia for February 2024, you can learn the following insights:
- Content valuation: By using demand data, you can determine the dollar value contribution of a title to your platform, its ability to drive subscriptions and mitigate churn, its baseline value, and the cannibalization of audiences if the title is available on multiple services. In the case of "Outrageous Fortune," with 3.8 times the audience demand of the average show in Australia in the last 30 days and a ranking in the 97.0th percentile for the drama genre, its demand data signals that it has a strong dollar value contribution to the platform. Additionally, its momentum is okay, which indicates that it is gaining popularity, which in turn could drive more subscriptions, lower churn, and ultimately be a strategic asset for the platform.
- Programming decisions: By examining the top 10 global markets where "Outrageous Fortune" is most in-demand over the last 30 days, you can find out where the show is the most popular and where it is underperforming. For example, "Outrageous Fortune"'s number one global market is New Zealand where the show achieves outstanding audience demand of 4.0x, followed by Australia where demand is good. In contrast, demand is okay in the United States, the United Kingdom, Germany, Russia, Sweden, Netherlands, and Bulgaria. This information can be used to inform decisions such as whether to invest in marketing campaigns to raise awareness and demand for the show in these underperforming markets or to prioritize content that caters to local preferences.
- Acquisition decisions: Demand data can reveal how much a show is worth, how much of its value is driven by demand for its stars, and its travelability. For "Outrageous Fortune," its travelability is poor, which means that its international appeal is lower than expected based on its home market demand. This information suggests that the show may not perform well in non-English speaking markets, which is something to consider when making acquisition decisions.
- Distribution decisions: By understanding the content preferences of your audience, you can determine the best release strategy for a title and adjust pricing accordingly. In the case of "Outrageous Fortune," its demand spiked in late February 2024, which could drive more viewership if the show's episodes were available to stream instantly. In terms of pricing, its strong demand data in Australia for the last 30 days suggests that it may be worth pricing higher than other shows in the same genre to capitalize on its popularity.
- Use of the Parrot Pulse: The Parrot Pulse measures six dimensions of a show's global performance, including worldwide audience demand, travelability, longevity, momentum, franchisability, and reach. For "Outrageous Fortune," its Parrot Pulse scores indicate that its worldwide audience demand is okay, its travelability is poor, and its momentum and longevity are okay. Its franchisability and reach are poor and okay, respectively. Taking into account this information can help you identify areas of the show's performance that need improvement, such as franchisability, and inform decisions about the show's global distribution strategy.
Outrageous Fortune's travelability to Australia in the last 30 days is 39%, which means that the audience demand for Outrageous Fortune is 39% of the demand in its country of origin, New Zealand. Click through to another market to discover how well Outrageous Fortune travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular TV3 NZ‘s Outrageous Fortune 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 TV3 NZ 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 Outrageous Fortune, for example, can be assessed for a market e.g. Australia, which can then be benchmarked against genre averages (e.g. Family Comedy), using our globally standardized Demand Expressions® metric.
This page has been enhanced on March 28, 2024, 7:52 a.m. PST using demand datasets from Parrot Analytics for Outrageous Fortune in Australia. We provide our partners with comprehensive TV industry know-how to help them drive better and more informed content licensing strategies. Contact us today to find out more.