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 need to make informed content decisions to remain competitive in today's global market. One effective way to do this is to leverage demand data to understand the audience's preferences and tailor your content to meet their needs. Let's take a closer look at how "Planet Earth" in February 2024 in Australia is an example of how demand data can be used.
First, "Planet Earth" has strong demand. It achieved 3.3 times the audience demand of the average show in Australia over the last 30 days, indicating that it is a popular title and could be considered a strategic asset for a streaming platform. Demand data reveals the dollar value contribution of any title to any platform in any region, allowing you to understand the monetary worth of a show and calculate its ROI. "Planet Earth" is part of the 98.6th percentile in the documentary genre, making it a high-demand title in the genre.
Second, demand data can be used to evaluate a show's performance. Despite a decrease in audience demand for "Planet Earth" in Australia in February by 21.7%, the show achieved outstanding worldwide audience demand across all platforms, making its longevity or staying power exceptional. Its momentum, which measures the pace of growth, is likewise outstanding. By examining the top 10 global markets where "Planet Earth" is most in-demand over the last 30 days, we can find opportunities to expand the show's reach and identify potential investment opportunities. For example, "Planet Earth" outperforms the average TV show (1x) in each of the top 10 global markets, with China being the highest at 12.8x. It's worth considering if there is potential to expand the show's reach internationally and monetizing in markets with high demand for the show.
Third, demand data can inform content taxonomy, helping executives to make more informed content acquisition decisions. "Rick And Morty", "Supernatural", "The Last Of Us", "Game Of Thrones", "South Park", "Family Guy", "Archer", "The Boys" and "Only Murders In The Building" are among the shows that fans of "Planet Earth" also like. Knowing the content taxonomy and understanding the taste cluster audiences can be helpful in identifying the right content to acquire.
Finally, demand data can be used in programming decisions. The spike in demand for "Planet Earth" in late February 2024 in Australia may provide an opportunity to program the show at a specific timeslot for higher ratings. Moreover, demand data can be used to benchmark competitive performance, as well as informing pre-release marketing and post-release content marketing strategies.
In conclusion, demand data is an effective tool for entertainment executives to make better-informed decisions about content. In the case of "Planet Earth," the demand data has enabled understanding of the value of the title, performance evaluation, content taxonomy, and programming opportunities. By leveraging demand data, entertainment executives can take a data-driven approach to content acquisition, content management, and competitive benchmarking, resulting in improved content performance, higher audience engagement, and ultimately, growth for your business.
Planet Earth's travelability to Australia in the last 30 days is 50%, which means that the audience demand for Planet Earth is 50% of the demand in its country of origin, United Kingdom. Click through to another market to discover how well Planet Earth travels internationally.
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Acquire the best shows from partners such as BBC One 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. Planet Earth), 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 BBC One‘s Planet Earth 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 BBC One 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 Planet Earth, for example, can be assessed for a market e.g. Australia, which can then be benchmarked against genre averages (e.g. Nature Documentary), using our globally standardized Demand Expressions® metric.
This page has been modified on April 22, 2024, 2 p.m. PST using tv demand analytics from Parrot Analytics for Planet Earth in Australia. We provide our partners with far-reaching TV industry expertise to help them drive better and more informed content licensing strategies. Contact us today to find out more.