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, you can leverage demand data to make content decisions that are fully informed and data-backed. By analyzing the audience demand data of shows, content distributors, and production companies can assess the value of a title, gauge its performance as an acquisition-driving or churn-reducing title, and estimate its cannibalization if it's available on multiple services.
For instance, consider the analysis of the South Korean music television program, "M Countdown," for the month of March 2024 in Brazil. The demand statistics for this show reveal that it has 2.8 times the audience demand of the average show in Brazil. This means that the show has good demand, and only 8.6% of all TV shows have this level of demand.
Moreover, this show's demand has been increasing recently, indicating that it has seen a surge in popularity. As an executive, you can use this information to inform which genre(s) to focus on or what types of content are exhibiting opportunities to produce or acquire. Additionally, the show has higher demand than 98.3% of all reality shows in Brazil, which could help make decisions concerning program scheduling and content acquisition.
You can also leverage demand data to inform strategies for subscriber acquisition and retention. A platform can assess which titles to acquire if it wants to keep its audience happy or grow its audience by analyzing the audience demand spikes for shows. By knowing the global performance of a show across six dimensions, including reach, you can assess the number of people expressing demand for a show, and evaluate the viability of acquiring and distributing that content on a platform.
Demand data can also assist in content valuation, where content distributors and studios can quantify the platform-specific marginal revenue contribution and ROI a specific title will bring for any given platform. In the case of "M Countdown," by examining the top 10 global markets where the show is most in-demand over the last 30 days, we find that it has outstanding audience demand in South Korea, where demand is 9.3x. Executives can use this information to unbundle the value of content on any streaming service and find new opportunity markets for content distribution.
Therefore, organizations can leverage demand data to make such strategic decisions as content acquisition, distribution, programming, and content evaluation. By having a full panorama of a title's performance and the global demand data for that title, executives can fully evaluate the value of a piece of content and make informed decisions.
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Our TV audience measurement dataset is truly global. Discover how popular Mnet‘s M Countdown (엠카운트다운) 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 Mnet 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 M Countdown (엠카운트다운), for example, can be assessed for a market e.g. Brazil, which can then be benchmarked against genre averages (e.g. Music Variety), using our globally standardized Demand Expressions® metric.
This page has been renewed on April 22, 2024, 2:02 p.m. PST using global television demand datasets from Parrot Analytics for M Countdown (엠카운트다운) in Brazil. We provide our partners with essential OTT capabilities to help them drive better and more informed content sales strategies. Contact us today to find out more.