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, how can you use demand data to make more informed decisions regarding your content, acquisition, distribution, or programming decisions? Let's consider the case of "The Other Two," which has been analyzed using Parrot Analytics' demand data during March 2024 in Australia.
- Content valuation: Using demand data, you can calculate the dollar value contribution of any title to any platform in any region. In the case of "The Other Two," you can use demand data to determine its worth, and how much of its value is being driven by demand for one of its stars.
- Programming decisions: By examining the top 10 global markets where "The Other Two" is most in-demand over the last 30 days, you can find out where to distribute the show or where to program it. For instance, demand for the show in the United States is the highest globally, with an audience demand of 8.7 times more than the average TV show. As such, this could be an excellent market to explore for programming "The Other Two."
- Audience insights: Using demand data, you can obtain audience insights such as which shows "The Other Two" fans are also interested in, such as "True Detective," "Rick and Morty," "Saturday Night Live," and others. This information could be useful in programming or acquiring other titles or creating similar content that appeals to that same audience.
- Subscriber acquisition and retention: In terms of acquiring new subscribers to your platform or retaining current ones, you can use demand data to determine which titles to purchase or stream. For instance, you can see that "The Other Two" has good demand and also exhibits a 5.9% increase in audience demand in March 2024. This means that it could attract new subscribers to your SVOD service and also retain existing ones.
- Travelability: Using demand data, you can identify how well a show can travel in other markets. In the case of "The Other Two," its travelability is good, indicating that it has the potential to do well in other regions worldwide. Moreover, you can compare its demand in its country of origin (the United States) with other markets where it's in demand, such as Romania, where demand is outstanding.
Overall, demand data can play a vital role in your decision-making by informing your content valuation, programming, acquisition, distribution, and subscriber retention and acquisition decisions. In the case of "The Other Two," we've demonstrated how demand data can determine its value, audience insights, and advertising potential in global markets.
The Other Two's travelability to Australia in the last 30 days is 72%, which means that the audience demand for The Other Two is 72% of the demand in its country of origin, United States. Click through to another market to discover how well The Other Two travels internationally.
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Acquire the best shows from partners such as HBO Max 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 Other Two), 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.
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Our TV audience measurement dataset is truly global. Discover how popular HBO Max‘s The Other Two 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 HBO Max 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 Other Two, for example, can be assessed for a market e.g. Australia, which can then be benchmarked against genre averages (e.g. Sitcom), using our globally standardized Demand Expressions® metric.
This page has been modified on April 22, 2024, 2 p.m. PST using demand analytics from Parrot Analytics for The Other Two in Australia. We provide our partners with valuable content expertise to help them drive better and more informed content distribution strategies. Contact us today to find out more.