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.
Demand data is a powerful tool that can help entertainment executives make informed decisions about content valuation, acquisition, distribution, and programming. Let's use the example of "Scream" in Australia for December 2023 to illustrate how demand data can be used to inform decision making.
Firstly, content valuation is a crucial aspect of a television executive's job, and demand data can help with this. "Scream" has 2.7 times the audience demand of the average show in Australia over the past 30 days, which shows that demand for the program is good. By calculating the dollar value contribution of the show using demand data, executives can determine the show's worth and assess its ability to drive subscriptions and mitigate churn on a specific platform. Additionally, demand data can reveal the ROI a specific title will bring for any given platform, and executives can use this information to make informed decisions about how much to spend on the content.
Secondly, demand data can help executives make informed acquisition decisions. By examining the top 10 global markets where "Scream" is most in-demand over the last 30 days, we can see that the show outperforms the demand of the average TV show in each of these markets. Executives can use this information to identify which territories would be most profitable to distribute the show, and which territories might be best suited for additional marketing efforts.
Thirdly, programming decisions can also be informed by demand data. In the case of "Scream," we can see that demand for the show has been increasing recently, and that its momentum, or the pace of growth, is good. By analyzing which other shows fans of "Scream" also enjoy, executives can get a better sense of what content might also appeal to the show's audience, and potentially make decisions about what other programs to acquire, produce, or distribute based on audience demand.
Fourthly, demand data can be crucial in distribution decisions. By seeing where the show is most in-demand globally, executives can use this information to make decisions about which platforms to distribute the content on, and in what territories to release it in. Additionally, by examining the show's travelability and how its international demand relates to its home market, executives can determine how best to allocate funds to maximize future content investments.
Finally, demand data can also be used to inform marketing decisions. By analyzing when demand for "Scream" spiked in mid-December, executives can determine which marketing campaigns are most effective, and how to optimize marketing campaigns ahead of the premiere. Additionally, by analyzing the show's franchise potential, executives can determine how to further monetize IP through spin-offs or franchises.
Scream's travelability to Australia in the last 30 days is 16%, which means that the audience demand for Scream is 16% of the demand in its country of origin, United States. Click through to another market to discover how well Scream travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular MTV‘s Scream 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 MTV 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 Scream, for example, can be assessed for a market e.g. Australia, which can then be benchmarked against genre averages (e.g. Suspense Horror), using our globally standardized Demand Expressions® metric.
This page has been modified on April 22, 2024, 2:04 p.m. PST using global demand metrics from Parrot Analytics for Scream in Australia. We provide our partners with essential OTT know-how to help them drive better and more informed content marketing strategies. Contact us today to find out more.