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 provides valuable insight to TV executives at various stages of decision making, including content valuation, acquisition, distribution, and programming. Let's take a closer look at how demand data can be used to inform these decisions using the example of "The Crowded Room."
Content Valuation: "The Crowded Room" has an exceptional demand with 11.8 times the audience demand of the average show in Australia over the last 30 days. Only 2.7% of all TV shows have this level of demand, which demonstrates high valuation. By comparing its demand over different time horizons, we can also see trends in popularity, which can help executives to determine the value of content over time.
Acquisition: Understanding the audience demand for "The Crowded Room" in different markets can help executives decide which regions to target for acquisition. In this case, we see that it performs extremely well in almost every major market globally using the Parrot Pulse analysis. By examining the top 10 global markets where "The Crowded Room" is most in-demand over the last 30 days, we find that the TV series outperforms the demand of the average TV show (1x) in each of these markets. This indicates a high potential return on investment for acquiring rights to distribute the show in these markets.
Distribution: In addition to informing acquisition decisions, understanding audience demand for "The Crowded Room" in different markets can also help executives determine the best distribution strategy. By analyzing the show's travelability, we learn that it has exceptional international demand relative to its home market. When a show has such high demand in countries outside its home market, it can potentially be sold to local distributors or streaming services to capitalize on its popularity.
Programming: Understanding audience demand at a genre and talent level will help executives make informed decisions about programming choices. In the case of "The Crowded Room," its exceptionally high demand in the biography genre, when compared globally, provides insight on the appetite of audiences for true stories. Additionally, by examining the list of other shows that fans of "The Crowded Room" also like, executives can identify themes and topics that are resonating with the audience, and potentially invest in programming similar content to attract and retain viewers.
In conclusion, demand data is a valuable tool that executives can leverage to make informed content, acquisition, distribution, and programming decisions. By analyzing audience demand on a granular level and understanding trends in performance, they can improve their decision making for the benefit of their business.
The Crowded Room's travelability to Australia in the last 30 days is 65%, which means that the audience demand for The Crowded Room is 65% of the demand in its country of origin, United States. Click through to another market to discover how well The Crowded Room travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Apple TV+‘s The Crowded Room 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 Apple TV+ 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 Crowded Room, for example, can be assessed for a market e.g. Australia, which can then be benchmarked against genre averages (e.g. Mystery Drama), using our globally standardized Demand Expressions® metric.
This page has been amended on Oct. 2, 2023, 2:02 p.m. PST using tv demand data from Parrot Analytics for The Crowded Room in Australia. We provide our partners with smart television industry capabilities to help them drive better and more informed content distribution strategies. Contact us today to find out more.