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, you can use demand data to make more informed decisions about content acquisition, distribution, and programming strategies. Demand data provides valuable insights into a TV series' performance, audience preferences, and market trends. Let us take the example of "Friends," which garnered exceptional audience demand in Brazil in March 2024, as we explore some of the ways in which demand data can inform your strategic decision-making process:
Content Valuation:
- Using the Parrot Analytics content valuation system, you can determine how much a show like "Friends" is worth to a particular platform. The economic valuation system is based on global content demand and supply and reveals the dollar value contribution of any title to any platform in any region.
- You can calculate the ROI a specific title will bring to any given platform and assess a TV series' ability to drive subscriptions while also mitigating churn. By leveraging demand data, you can estimate a show's value and its baseline value, as well as its value relative to similar titles.
Audience Trends:
- By examining audience preferences, you can identify the most popular genres in your local market and on a global scale. This information can help you to focus your efforts on required genres or develop content that appeals to different taste clusters.
- Demand data can also inform scalable concept testing, allowing you to understand which elements of existing content fans prefer and which upcoming productions are optimized for success.
- Understanding what type(s) of content can be acquired or produced by analysing demand can assist in avoiding missed opportunities.
Marketing:
- You can optimize a marketing campaign ahead of a premiere by leveraging demand data to gauge a series' pre-release marketing performance. Additionally, it allows you to examine competitor's content and aligns your marketing strategy with similar genres.
- You can conduct an affinity analysis to identify the best talent or brand to partner with to expand your audience.
Distribution:
- By assessing a show's popularity in different markets, you can quantify its travelability. This allows you to determine which platforms you want to target for distribution. For instance, while "Friends" has exceptional demand globally, Brazil holds the 2nd position after the United States for the most demand for this title in the top 10 global markets.
Retention and Acquisition:
- Demand data can help you to identify the content that will retain or bring in new subscribers or viewers. Using demand data, you can determine which titles are ideal for retaining the current audience, which can help in retention marketing strategy, in contrast to titles that attract a wider group of people. The top shows ranked based on demand insights "The Big Bang Theory", "Young Sheldon", "Bob's Burgers", and "South Park" all relate to the comedy and sitcom genres, providing added insights to the existing viewership preference and tastes.
Franchising Potential & Sustainable Demand:
- The Parrot Pulse for "Friends" provides an independent measure of its global performance across six dimensions that includes its exceptional momentum, its exceptional travelability, and its exceptional franchisability. The franchise potential of the show can be used to develop spin-offs, franchises, and even merchandise opportunities.
- By examining performance on a rolling basis, you can understand how demand changes. For instance, while demand for "Friends" has been exceptional since its launch in 1994, there have been shifts in its demand patterns over the years. By examining trends and patterns, you can optimize your distribution and programming strategies based on sustainable demand.
In conclusion, demand data can significantly assist TV executives in making more informed content and acquisition decisions. Parrot Analytics' system, based on global content demand and supply, offers a valuable tool for understanding the value of any title on any platform in any region. By leveraging demand data, TV executives can optimize distribution and programming strategies, reduce churn, and drive subscriptions through targeted content acquisition that aligns with global and local audience preferences.
Friends's travelability to Brazil in the last 30 days is 66%, which means that the audience demand for Friends is 66% of the demand in its country of origin, United States. Click through to another market to discover how well Friends travels internationally.
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Acquire the best shows from partners such as NBC to fortify your competitive position in Brazil. Contact us now to access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles (e.g. Friends), 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.
Command your Comedy genre niche with maximum net subscriber adds. Contact us now to harnesses audience demand data to gain insights for growing and keeping a subscriber base. Leverage a return-focused selection criteria for title acquisition from partners such as NBC by incorporating country-specific trend and market demand factors for all markets including Brazil. Appeal to the individuality of your audience base, taking into consideration the unique and limitless characteristics of taste clusters.
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Our TV audience measurement dataset is truly global. Discover how popular NBC‘s Friends 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 NBC 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 Friends, for example, can be assessed for a market e.g. Brazil, which can then be benchmarked against genre averages (e.g. Sitcom), using our globally standardized Demand Expressions® metric.
This page has been revised on April 22, 2024, 2:01 p.m. PST using demand datasets from Parrot Analytics for Friends in Brazil. We provide our partners with deep OTT competencies to help them drive better and more informed content marketing strategies. Contact us today to find out more.