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 TV executive, it's critical to make informed decisions that take into account the audience's preferences and interests. Demand data helps you make these decisions, and here's how.
One of the most significant benefits of demand data is content valuation, which explains how much a TV show is worth in terms of dollar value contribution to a platform. By using demand data, Parrot Analytics calculates a series' dollar value contribution to any platform in any country or region. For instance, "The Last Kingdom" had five times more audience demand in Australia than the average show in the last 30 days. With access to this valuation system, you can make more informed acquisition and production decisions, as you'll have a clear understanding of the value a title can bring to your platform.
Additionally, demand data can help you make programming decisions that meet the audience's interests. By analyzing the Parrot Pulse, we can tell how the show performs worldwide across six dimensions, including travelability, longevity, momentum, franchisability, and reach. This enables you to know whether the audience interest in the show is sustainable over time, and if there's potential for a franchise, among other things.
Suppose you're looking to acquire a new show to add to your platform's catalog. Demand data can help you estimate the show's performance and potential subscriber retention. By analyzing the demand for similar shows and deep-diving into audience preferences, Parrot analytic can provide such insights. For instance, "The Last Kingdom" fans seem to be interested in other history genre shows such as "The Lord Of The Rings: The Rings of Power" and "House Of The Dragon". Comparing the performance of titles on a one-year rolling basis vs. the last 30 days reveals that the show has increased its popularity in March 2024 in Australia.
Furthermore, with demand data, you can determine the best release strategy for your content. You can tell when the audience interest is at its peak and schedule the show's release accordingly. You can also identify under-monetized titles and maximize revenue by leveraging on demand for successful franchise titles.
Lastly, demand data can be helpful in making informed distribution decisions, as it allows you to identify the most popular genres in different markets. For instance, "The Last Kingdom" performed outstandingly in the United Kingdom, Russia, and Bulgaria but had good demand in China, Canada, and Sweden. As a result, you can make more informed decisions on content acquisition and distribution in these regions.
In conclusion, demand data is critical for content executives, and it allows them to make more informed content, acquisition, distribution, and programming decisions. With Parrot Analytics' system, executives can access detailed insights into what the audience wants and how much a show is worth. As a result, they can build catalog and maximize their revenue potential.
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Our TV audience measurement dataset is truly global. Discover how popular Netflix‘s The Last Kingdom 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 Netflix 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 Last Kingdom, for example, can be assessed for a market e.g. Australia, which can then be benchmarked against genre averages (e.g. Historical Drama), using our globally standardized Demand Expressions® metric.
This page has been changed on May 10, 2024, 12:45 a.m. PST using tv demand metrics from Parrot Analytics for The Last Kingdom in Australia. We provide our partners with far-reaching television industry expertise to help them drive better and more informed content licensing strategies. Contact us today to find out more.