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.
Introduction:
In today's entertainment industry, knowing what the audience wants is critical. And that's where demand data comes into play. It helps the TV executives, producers, distributors, and OTT platforms to determine what the audience wants and what's worth investing in. Let's examine an example to understand how demand data can provide insights to executives.
Case study "Gomorrah":
The Italian crime drama TV series "Gomorrah" has been gaining international recognition, including Brazil, where audience demand for the show has increased by 1.3% in February 2024. Although its demand peaked at 5.2 times, the average in the past year, it peaked at 3.4 times the average in the last 30 days, indicating that the show is gaining popularity.
Questions that demand data can answer:
1. Content valuation: Parrot Analytics enabled us to calculate the economic value of content by providing global content demand and supply data, which helped us to evaluate the show's worth compared to other titles. Demand data can tell how much is the show worth, how much of a show's value is being driven by demand for a specific star, and what the baseline value of a title is.
2. Programming decisions: Demand data helps executives to make informed programming decisions. For instance, knowing that a show, like "Gomorrah," has a higher demand than others in the same genre and has outperformed the average show in the global market, implies that airing the show could help a network stand out among competitors, attract and retain new subscribers, or avoid viewer churn.
3. Distribution decisions: "Gomorrah's" demand spiked late in February 2024, which could indicate that there is an opportunity to explore new distribution channels or licensing deals in Brazil. Furthermore, understanding the show's travelability, which measures international demand relative to its home market, could help in making distribution decisions and expanding its global reach.
4. Acquisition decisions: Demand data can inform acquisition decisions, helping companies optimize their investments. For example, knowing what shows audiences like, besides "Gomorrah," can help executives make better acquisition decisions and expand their content library while keeping their audience satisfied.
5. Content discovery: Knowing what other shows Gomorrah's audience likes, such as "Only Murders In The Building" or "Better Call Saul", helps executives acquire similar content to satisfy its core fans and expand the audience size.
Conclusion:
As seen through the example of "Gomorrah," demand data allows executives to make informed decisions. By understanding the show's demand in a specific region or globally, executives can make better content valuation, acquisition, distribution, and programming decisions. Parrot Analytics can provide executives with insights generated from various data sets, which will enable them to make the right investment decisions in today's ever-evolving entertainment industry.
Gomorrah's travelability to Brazil in the last 30 days is 9%, which means that the audience demand for Gomorrah is 9% of the demand in its country of origin, Italy. Click through to another market to discover how well Gomorrah travels internationally.
Answer one question and put our thinking to work on your challenges.
Who are you in the industry?
Capture more value from content opportunities in Brazil as well as globally. Contact us now to leverage audience profiling, market-based insights, talent scoring and genre clustering to de-risk production investments. Discover new business opportunities in the Drama genre and assess the strengths and weakness of the competition’s content e.g. Sky Atlantic, leading to increased commercial efficiency and ROI.
Support casting decisions with empirical market data for Brazil. Contact us now to reveal hidden talent insights, through a combination of affinity and trait analysis, encompassing both global and market-based factors to determine who is truly worth an investment. Discover new business opportunities and assess the strengths and weakness of the competition’s offerings including specific titles such as Gomorrah.
Produce with confidence whilst mitigating downside risks. Contact us now to decrease production risks by combining content genome insights with demand data to increase the likelihood of a successful series: Gain deep insights into character, talent, setting, plot, theme and genre preferences, including Drama. Using audience demand data, explore markets such as Brazil to discover lucrative new sales opportunities whilst evaluating the expected ROI for new series acquisitions such as Gomorrah from partners like Sky Atlantic.
Studios in Brazil are now empowered to fuse art with science for the next global hit. Contact us to gain deep insights into target audiences’ character, talent, setting, plot, theme and genre preferences (e.g. Drama) - for both local and global content. Find the best performing concepts with demand-driven concept testing and development. Apply talent demand to gain a holistic view of future content performance, pre-development.
Are you seeking distribution for Gomorrah? Lead global content negotiations with authority. Contact us now to discover if you should prioritize markets such as Brazil, based on country-specific audience demand - including territories where commercial rights have not yet been granted. Apply a demand-based framework to negotiations with potential distribution partners such as Sky Atlantic to maximize the deal value. Assess the strengths and weakness of the competition’s content, leading to increased commercial efficiency and ROI.
Maximize advertising revenues from new audiences in Brazil. Contact us now to leverage a return-focused selection criteria for title acquisition from Sky Atlantic by incorporating country-specific trend and market demand factors. Appeal to audience interests using demand-driven advertising and personalize campaigns to capitalize on pre-release demand for specific titles such as Gomorrah. Access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles that have not even been released.
Acquire the best shows from partners such as Sky Atlantic 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. Gomorrah), 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 Drama 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 Sky Atlantic 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.
Deploy high impact entertainment marketing strategies across all genres including Drama. Contact us now to deploy demand-driven marketing, the only empirical earned media measure of your marketing spend. Access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles such as Gomorrah, including those that have not even been released. Appeal to your target markets, including Brazil, based on audience interests, enabling the personalization of campaigns to capitalize on pre-release demand.
Our TV audience measurement dataset is truly global. Discover how popular Sky Atlantic‘s Gomorrah 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 Sky Atlantic 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 Gomorrah, for example, can be assessed for a market e.g. Brazil, which can then be benchmarked against genre averages (e.g. Crime Drama), using our globally standardized Demand Expressions® metric.
This page has been enhanced on March 28, 2024, 3:34 a.m. PST using global television demand data from Parrot Analytics for Gomorrah in Brazil. We provide our partners with comprehensive OTT insight to help them drive better and more informed content licensing strategies. Contact us today to find out more.