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.
If you are an entertainment executive, data-driven insights can enable you to make informed decisions about which TV series to produce, distribute, or acquire. These insights help you understand how audiences engage with content and which shows are most in demand at different times. Using the Brazilian teen drama “Malhação: Viva A Diferença” as an example, here are a few questions, and insights from the data, that you should consider when making content decisions:
1. How well is the show performing in its market?
According to the demand data, “Malhação: Viva A Diferença” is performing extremely well in Brazil, with 8.5 times the audience demand of the average show in Brazil over the last 30 days. On a global scale, though, the show has just average demand. Thus, executives can use the show's demand data in Brazil to inform decisions about how to distribute and market the show within the country.
2. How popular is the show in comparison to similar titles?
The show’s 99.3rd percentile worldwide rank in the romance genre in March shows that "Malhação: Viva A Diferença" had higher demand than 99.3% of all romance titles in Brazil. This indicates that among the viewers of romantic dramas, this show is extremely popular. A content value assessment that takes into account its ever-increasing demand can help executives determine the show's economic value.
3. Where is the show most in demand outside of Brazil?
The data shows that the show also has a decent demand in Portugal but has just average demand in other global markets like the United States, Uruguay, Bosnia and Herzegovina, Italy, and Ireland. This information will be useful for executives to decide how to allocate marketing resources as the show expands to new markets.
4. Is the show's demand increasing or decreasing over time?
As an executive, you would want to know if demand is trending upward or downward. In this case, the data shows that the audience demand for the show increased in Brazil by 9.1% during March, which indicates that there is a growing interest in the show.
5. What is the show's impact on the platform's catalog beyond demand?
Demand data can also be used to assess the marginal revenue contribution of the TV series to the platform. Furthermore, audience demand for the show outperforms the average TV show demand in each of the top 10 global markets where the show is most in demand. This means that the show could be an excellent acquisition strategy for the platform when expanding to these countries. Additionally, data on longevity indicates that the show has consistently maintained its demand over time, implying that it is a catalog content that can attract new subscribers to the streaming service and will require less ad spend.
In summary, to make informed content acquisition, distribution, and programming decisions, executives must have access to accurate market intelligence. Leveraging demand data from Parrot Analytics can help executives evaluate how popular a show is, how it is performing against similar content, which audiences are most interested in the show, and how the show will perform over time. These insights can guide content valuation systems and inform smart content decisions in the dynamic entertainment landscape.
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Our TV audience measurement dataset is truly global. Discover how popular TV Globo‘s Malhação: Viva A Diferença 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 TV Globo 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 Malhação: Viva A Diferença, for example, can be assessed for a market e.g. Brazil, which can then be benchmarked against genre averages (e.g. Teen Drama), using our globally standardized Demand Expressions® metric.
This page has been reconstructed on April 22, 2024, 2:02 p.m. PST using television demand data from Parrot Analytics for Malhação: Viva A Diferença in Brazil. We provide our partners with extensive SVOD expertise to help them drive better and more informed content sales strategies. Contact us today to find out more.