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 are always looking for ways to make informed content acquisition and programming decisions. Demand data can help you with that. Let's take the example of "The Disney Family Singalong" and explore how Parrot Analytics' demand data can provide insights to support your strategic decision-making process.
One of the key questions that content valuation using demand data can answer is, "How much is my show worth?" For "The Disney Family Singalong," our demand measurement tool shows that the show has 4.5 times the audience demand of the average show in Australia over the last 30 days. This indicates an increase in popularity from its demand of 1.7 times the average over the last 90 days. Only 8.6% of all TV shows have this level of demand, making it a title with high economic value. As such, it can be a strategic asset for a streaming platform and used to drive subscription and mitigate churn.
Demand data also enables the mapping of local whitespace and identifying popular genres in your local market. For example, the show ranks at the 98.6th percentile in the variety genre, in October. This indicates that "The Disney Family Singalong" has higher demand than 98.6% of all variety titles in Australia. By leveraging this information, TV networks can tailor programming to better suit local viewer preferences, acquire or produce similar content and explore opportunities to premiere new shows in local markets.
Another valuable use of demand data is to help with subscriber acquisition. By comparing the performance of "The Disney Family Singalong" on a 1 year rolling basis vs the last 30 days, we find that there has been an increase in popularity in recent times – peaking at 6.5 times the average over the last 30 days. This can help determine which shows to buy to grow the audience base of an OTT or SVOD platform.
In addition to content valuation, demand data can be used in long-term programming decisions as well. By providing an independent measure of global performance across various dimensions, such as momentum, longevity, and reach, entertainment executives can understand how well audience demand for a specific title is being maintained over time. Parrot Analytics' tool shows that "The Disney Family Singalong" has good momentum, the pace of growth, and okay longevity as well.
Finally, demand data allows for competitive benchmarking, pre-release marketing optimization, and franchise potential insights. For "The Disney Family Singalong," we can see the top 10 global markets where this title is most in-demand over the past 30 days, which include the United States, Canada, Japan, Chile, and India. While its travelability is okay, its franchisability (spin-off potential) is poor. By comparing a title's performance against other titles available on the market and analyzing audience demand to fine-tune marketing campaigns, entertainment executives can make informed decisions on distribution and franchise opportunities for their content.
Overall, demand data is a powerful tool for content acquisition, programming, distribution, and valuation decisions. As seen with "The Disney Family Singalong" example, entertainment executives can leverage Parrot Analytics' tools and use insights from demand data to make informed decisions on content investment, production, acquisition, and distribution.
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Acquire the best shows from partners such as abc 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. The Disney Family Singalong), 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.
Command your Variety genre niche with maximum net subscriber adds. Contact us now to harnesses audience demand data to gain insights for growing and keeping a subscriber base. Leverage a return-focused selection criteria for title acquisition from partners such as abc by incorporating country-specific trend and market demand factors for all markets including Australia. Appeal to the individuality of your audience base, taking into consideration the unique and limitless characteristics of taste clusters.
Deploy high impact entertainment marketing strategies across all genres including Variety. Contact us now to deploy demand-driven marketing, the only empirical earned media measure of your marketing spend. Access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles such as The Disney Family Singalong, including those that have not even been released. Appeal to your target markets, including Australia, based on audience interests, enabling the personalization of campaigns to capitalize on pre-release demand.
Our TV audience measurement dataset is truly global. Discover how popular abc‘s The Disney Family Singalong 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 abc 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 Disney Family Singalong, for example, can be assessed for a market e.g. Australia, which can then be benchmarked against genre averages (e.g. Music Variety), using our globally standardized Demand Expressions® metric.
This page has been modified on April 22, 2024, 2 p.m. PST using global tv demand analytics from Parrot Analytics for The Disney Family Singalong in Australia. We provide our partners with deep TV series know-how to help them drive better and more informed content acquisition strategies. Contact us today to find out more.