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 an entertainment executive, using demand data from sources like Parrot Analytics can benefit your strategic decision making process by providing you with insights into what viewers are really interested in, what specific genres are popular, which shows to focus on for acquisition or programming purposes, and how to value and monetize your content.
Let's look at an example of how demand data for the TV series "Letterkenny" can be analyzed and used by an executive. In March 2024, "Letterkenny" had the demand of 3.3 times the average show in Brazil, and was in the 96.7th percentile in the comedy genre, indicating that it has higher demand than most other titles in Brazil.
The show is also popular worldwide and has outstanding demand in various other regions, indicating its travel-ability. Its longevity is also described as outstanding, meaning its audience demand has been well maintained over time. At the same time, the momentum of the show is outstanding, which shows that its growth in popularity has been quick and significant.
With the insight that the show's demand in Brazil recently declined by 39.0%, an entertainment executive may consider examining the cause of the decline and take appropriate steps to mitigate future declines. Additionally, the fact that the demand for the show is higher than average in the United States, Canada, Australia, the United Kingdom, Romania, Germany, Sweden, the Netherlands, and Denmark can help an executive consider whether it is worth investing in the markets where the show already has a highly-established audience.
Furthermore, demand data can help executives understand how well a specific show's audience appeal aligns with a genre or the current trends of its targeted audience, which can change from time to time. This way, executives can acquire or create content that caters to the dynamic needs of their viewers.
In conclusion, demand data can play a critical role in the strategic decision making of entertainment executives. It can be used to measure content value, scout and acquire new contents, understand current viewing and programming habits, value intellectual property, and expand globally. Revenue optimization will continue to be a key priority, and demand data is an invaluable resource that can help television executives stay ahead in an increasingly fierce market.
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Our TV audience measurement dataset is truly global. Discover how popular crave‘s Letterkenny 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 crave 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 Letterkenny, 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 enhanced on May 10, 2024, 12:16 a.m. PST using global tv demand datasets from Parrot Analytics for Letterkenny in Brazil. We provide our partners with comprehensive OTT competencies to help them drive better and more informed content sales strategies. Contact us today to find out more.