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 television executive or content distributor, demand data can be used to make more informed content decisions. In this article, we shall use "The Bay" as an example to explain how demand data can be leveraged to make better decisions.
Content Valuation:
When considering new content acquisitions, it is important to determine the dollar value contribution of a title, whether it is an individual series or an entire library. Parrot Analytics' content valuation system, which is powered by global content demand and supply, calculates the contribution of any title to any platform in any region. For instance, "The Bay" has a demand three times higher than the average show in Australia over the last 30 days, indicating that it is a valuable asset for any streaming service in Australia.
Supply and Demand:
Demand data can help identify the right shows to produce or acquire. For instance, in the case of "The Bay," we can see that it outperforms the demand of the average TV show in each of the global markets where it is most in-demand. Therefore, television executives can use demand data to identify the type of content that exhibits opportunity to acquire or produce.
Programming Decisions:
Demand data can also help with programming decisions such as what release strategy to adopt, optimal pricing, and marketing campaigns. By analyzing the demand data for "The Bay," we can see a spike in early December 2023, indicating that promoting the show ahead of the holiday season was a wise decision.
Subscriber Acquisition and Retention:
Content valuation using demand data can help companies identify TV series' ability to drive subscriptions and mitigate churn. As a popular show, "The Bay" can attract new subscribers to a platform, while its decline in demand over the last 30 days also highlights the need to keep viewers engaged to prevent churn.
Global Expansion:
With the help of demand data, entertainment executives can identify the global appeal of a title and allocate funds to maximize future content investments. For instance, "The Bay" has a high demand in France, indicating that it has the potential to attract a global audience if promoted effectively.
In summary, demand data provides critical insights for decision-making in the entertainment industry. By leveraging Parrot Analytics' global content demand and supply system, executives can make informed content, acquisition, distribution, and programming decisions that drive value for their companies.
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Our TV audience measurement dataset is truly global. Discover how popular ITV‘s The Bay 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 ITV 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 The Bay, for example, can be assessed for a market e.g. Australia, which can then be benchmarked against genre averages (e.g. Crime Drama), using our globally standardized Demand Expressions® metric.
This page has been altered on April 22, 2024, 2:04 p.m. PST using global television demand analytics from Parrot Analytics for The Bay in Australia. We provide our partners with deep entertainment industry capabilities to help them drive better and more informed content sales strategies. Contact us today to find out more.