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 working in the OTT platform industry, knowing how to effectively use demand data on shows can help you make informed content and acquisition decisions. Let's take the example of "Boris E Rufus" as a case study for how Parrot Analytics' demand data can provide key insights for content valuation.
One of the most significant ways demand data can aid in content valuation is by calculating a title’s dollar value contribution to any platform, in any region. Demand data can reveal how much a title is worth, its baseline value, and the factors driving its value. Using Parrot Analytics' content valuation system, a TV executive can determine how much to spend on a particular show, assess its ability to drive subscriptions and mitigate churn and estimate cannibalization of audiences if a title is available on multiple viewing services.
Let's examine the demand data on "Boris E Rufus" for the month of February 2024 in Brazil. The show has a demand 2.6 times higher than the average show in Brazil, showing that it has a good level of demand, which has also increased recently. "Boris E Rufus" has a peak rank of #552 in Brazil, a significant 541-spot increase in its rank during February 2024.
Furthermore, the show has higher than average demand in the comedy genre during the same month, indicating that it is performing better than 95.7% of all comedy titles in Brazil during this period. The audience demand for "Boris E Rufus" has also increased by 26.2%, with a spike in demand in late February 2024 in Brazil.
However, when we examine the show's global performance across six dimensions with the Parrot Pulse, we see that "Boris E Rufus" has a poor travelability and longevity, as well as poor momentum, franchisability, and reach. Despite this, the show has seen an increased popularity within the past 30 days relative to its position within the past year, with a recent peak demand of 5.5 times the average compared to a rolling annual average of 1.7 times the average.
By analyzing" Boris E Rufus" performance in its top 10 global markets, we learn that it is outperforming the average TV show in each market. This information can help TV executives in distribution and programming within these regions. For the specific case of Brazil, being the number one market for the show, TV executives can use this data to acquire more content of the show or develop a marketing campaign targeted to the Brazilian audience.
In conclusion, this data shows that demand data can provide key information for TV executives working with OTT platforms to make informed content decisions, such as how much a show is worth, how to assess its ability to drive subscriptions and mitigate churn, which platforms to target for distribution, how to optimize pre-release marketing, and many other decision-making scenarios. By taking into account the insights gained from the demand data on the show, content valuation calculations can be used to support more informed decisions around acquisitions, programming, distribution, and content monetization.
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Our TV audience measurement dataset is truly global. Discover how popular Disney XD‘s Boris E Rufus 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 Brazil, 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 Disney XD 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 Boris E Rufus, for example, can be assessed for a market e.g. Brazil, which can then be benchmarked against genre averages (e.g. School), using our globally standardized Demand Expressions® metric.
This page has been recreated on March 28, 2024, 8:46 p.m. PST using global tv demand datasets from Parrot Analytics for Boris E Rufus in Brazil. We provide our partners with smart content competencies to help them drive better and more informed content licensing strategies. Contact us today to find out more.