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 are always on the lookout for ways to make informed content and programming decisions that can fuel your platform's growth and profitability. One of the most powerful tools at your disposal is demand data, which provides insights into how popular a TV show is and helps you evaluate its overall value. In this article, we will explore how demand data can be used to make more informed content, acquisition, distribution and programming decisions using the example of "Pennyworth" for the month of March 2024 in Australia.
Content Valuation:
Parrot Analytics' content valuation system is based on demand data and reveals the dollar value contribution of any title, to any platform, in any region. "Pennyworth" has 3.0 times the audience demand of the average show in Australia over the last 30 days and ranks at the 95.7th percentile in the drama genre. This indicates that the show is in high demand and is performing better than most other dramas on Australian television. However, the show dropped in rank by 405 spots during March 2024, and demand for the show decreased by 33.1% in Australia during that time, indicating declining popularity.
Acquisition and Distribution:
Knowing which shows are performing well in different markets can help you make more informed acquisition and distribution decisions. For example, looking at the top 10 global markets where "Pennyworth" is most in-demand, its number one market globally is the United States where it achieved outstanding audience demand of 8.4x. The second-highest demand for "Pennyworth" is in Germany, where demand is also outstanding. This information can help you to target these markets with confidence and ensure you are acquiring and distributing content that resonates with viewers in these regions.
Programming:
Demand data provides valuable insights that can help you to make more informed programming decisions. For example, identifying the genres that are most popular can lead to more effective programming strategies that maximize viewer engagement and retention. In the case of "Pennyworth", we know that it ranks at the 95.7th percentile in the drama genre in Australia, indicating that drama is a popular genre amongst Australian viewers, which can help inform future programming decisions.
Content Creation and IP Development:
Demand data can also be helpful in content creation and IP development. Looking at the shows that fans of "Pennyworth" also like, such as "NCIS: New Orleans", "For All Mankind", "The Witcher", and "House Of The Dragon", can provide insights into the types of content that resonate with your audience. Additionally, knowing how well a specific show is performing over time can indicate potential for spin-offs or franchises. In the case of "Pennyworth", its franchise potential is rated as good.
In conclusion, demand data provides powerful insights that can help you make more informed content, acquisition, distribution, and programming decisions. In the case of "Pennyworth", we learn that it has high demand in Australia but is experiencing declining popularity. However, the show outperforms the average TV show in every market in the world where it's in-demand, indicating global appeal. This information can be used to inform decisions around content valuation, acquisition and distribution, programming, and IP development.
Pennyworth's travelability to Australia in the last 30 days is 35%, which means that the audience demand for Pennyworth is 35% of the demand in its country of origin, United States. Click through to another market to discover how well Pennyworth travels internationally.
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Acquire the best shows from partners such as epix 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. Pennyworth), 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 epix‘s Pennyworth 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 epix 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 Pennyworth, for example, can be assessed for a market e.g. Australia, which can then be benchmarked against genre averages (e.g. Superhero Series), using our globally standardized Demand Expressions® metric.
This page has been reconstructed on April 22, 2024, 2:03 p.m. PST using global demand data from Parrot Analytics for Pennyworth in Australia. We provide our partners with smart content know-how to help them drive better and more informed content advertising strategies. Contact us today to find out more.