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 executive at an OTT platform or network, you can use demand data to make informed acquisition and distribution decisions. For instance, with the example of "The Masked Singer (GB)" in Australia, you can determine how popular the show is relative to other titles and assess its ability to draw in and retain subscribers. Demand data reveals that the show is 2.7 times more in-demand than the average title in Australia, indicating that it has relatively high audience demand.
You can also use demand data to estimate the value of the series. With Parrot Analytics' content valuation system powered by global content demand and supply, you can calculate the dollar value contribution of any title, to any platform, in any region. This system allows you to quantify the platform-specific marginal revenue contribution and how a title drives engagement across the rest of the catalog. You can then calculate the ROI a specific title should bring to any given platform.
Demand data can also inform content-related decisions as it relates to audience taste. With the "The Masked Singer (GB)" example, you can look at other shows that fans of the show also enjoy to get a sense of what other types of programming might be of interest to that audience. Furthermore, understanding how a particular series performs in different markets gives you a sense of which territories to target for distribution, or where you should be focusing your marketing efforts.
Demand data also informs decisions around pre-release marketing, understanding which promotional approaches will be the most effective ahead of a series premiere. By examining the top 10 global markets where "The Masked Singer (GB)" is most in-demand over the last 30 days, we can see that the United Kingdom is "The Masked Singer (GB)"'s number one market. The show achieved good audience demand of 2.7x in the United Kingdom, indicating that it is a popular title in that territory. Therefore, targeted marketing campaigns could be set up with an advertising focus in the United Kingdom to capitalize on the show's popularity.
Finally, demand data also enables strategic decision-making around supply and demand, including project selection and franchise development. With this information, you can identify opportunities to acquire or produce content in line with current audience tastes. Furthermore, demand data can help in identifying IPs that could be developed into franchises or have spin-offs created. By understanding a show's momentum and longevity, it is possible to ascertain the level of potential success for a spin-off or franchise development.
In summary, through demand data, you can inform content valuation, acquisition, distribution, programming, and franchise development decisions. By utilizing demand data to determine content value and supply and demand opportunities, you can successfully identify and respond to audience tastes, thereby keeping your current subscribers happy and attracting new viewers to your platform.
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Our TV audience measurement dataset is truly global. Discover how popular ITV‘s The Masked Singer (GB) 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 Masked Singer (GB), for example, can be assessed for a market e.g. Australia, which can then be benchmarked against genre averages (e.g. Competition Reality), using our globally standardized Demand Expressions® metric.
This page has been enhanced on April 22, 2024, 2:03 p.m. PST using global demand content analytics from Parrot Analytics for The Masked Singer (GB) in Australia. We provide our partners with meaningful television industry capabilities to help them drive better and more informed content distribution strategies. Contact us today to find out more.