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.
Television executives have to make various decisions with limited information, which makes it difficult to predict the success of a TV show. Luckily, Parrot Analytics has developed a unique framework that uses audience demand data to inform decision-making. Demand data can reveal insights into a TV show's audience, its performance, and potential longevity. In this article, we will use the experience of "Castle" in Brazil during March 2024 to explore the possibilities of using demand data as part of strategic decision-making.
Content Valuation:
"Castle" had demand 4.2 times higher than the average show in Brazil during March 2024. Content valuation uses demand data to answer questions concerning a series' worth, strategic asset relevance, cannibalization, exclusivity, acquisition-driving/churn-reducing qualities, baseline value, and assessing the value of a content library over time. Parrot Analytics content valuation system calculates the dollar value contribution of any title to any platform in any region. By using this system, entertainment executives can ensure they are making the most informed decisions for their streaming service or TV platform.
Audience Demand:
Using demand data, one can determine which content is most popular in a specific market or globally. With "Castle," for example, we can see that it had an excellent performance in Brazil, scoring 4.2 times higher demand when compared to the average Brazilian show. This high demand highlights the significance of analyzing audience demand to understand the popularity of a show accurately. The demand data can also reveal trends, such as the increasing demand for "Castle" during March in Brazil.
Travelability:
Demand data can also inform the travelability aspect of a TV show, which quantifies a show's global appeal compared to its home market. For "Castle," its demand in Brazil was 29% of its demand in the United States, which means that it still appeals to audiences in countries other than the United States, but demand is relatively lower. Knowing this helps studios and distributors determine where to target their international marketing efforts.
Longevity:
Measuring how well audience demand is maintained over time is another dimension revealed by demand data. "Castle" demonstrated exceptional longevity as the audience maintained high demand for the series even after it concluded in 2016. The momentum of the series is outstanding, which means it is a continuously-growing show.
Franchisability:
Using demand data, studios, and distributors can be aware of the extent to which a show can be franchised or to create spinoffs. With "Castle," demand data revealed that it has outstanding franchisability, such that the series can be used to create spinoffs.
Comparative Analysis:
Finally, demand data can enable competitive benchmarking. Using "Castle" as an example, the demand for the show outperformed the average show by 7.5x in the United States, its main market, which is far beyond the average show demand. Moreover, in the top 10 global markets where "Castle" is most in-demand, the show also performed better than the average show, with good to outstanding demand across all these markets. Understanding the comparative demand factors can help entertainment executives have a useful benchmarking tool for strategic decision-making.
In conclusion, the audience demand for a show is a critical piece of information that helps entertainment executives make informed decisions relating to its acquisition, distribution, or programming. The case of "Castle" in March 2024 in Brazil shows how demand data can empower entertainment executives to take the right decisions. Therefore, utilizing Parrot Analytics' content valuation system may be beneficial for companies that want to make strategic moves regarding their TV shows in any market.
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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 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 Castle, for example, can be assessed for a market e.g. Brazil, which can then be benchmarked against genre averages (e.g. Procedural Drama), using our globally standardized Demand Expressions® metric.
This page has been amended on April 22, 2024, 2 p.m. PST using demand metrics from Parrot Analytics for Castle in Brazil. We provide our partners with essential television series competencies to help them drive better and more informed content marketing strategies. Contact us today to find out more.