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.
For entertainment executives making content or acquisition decisions, demand data can offer valuable insights and inform strategic decision making. Using the example of "Ninjin" in Brazil, we can see how demand data can help evaluate the value of content and assess audience interest.
One major application of demand data is for content valuation. Through analyzing demand data, executives can determine the value of a specific title to a platform or network, and even estimate its ability to drive customer acquisition or retention. In the case of "Ninjin," we can see that it has 2.6 times the audience demand of the average show in Brazil over the last 30 days, indicating strong demand and a potentially higher value to a platform. Additionally, the fact that demand for this show has been steadily increasing and hit a spike in late December is an indication of its growing popularity and potential long-term value.
Demand data also helps with programming decisions, such as how to optimize release strategy and pricing, as well as what genres to focus on to attract new subscribers to an SVOD service. For example, executives can use demand data to identify which elements of the show are most popular and optimize an upcoming season or production accordingly. They can also map local whitespace and determine which genres are resonating most with their current audience, as well as which types of content exhibit opportunities for acquisition or production.
Of note for "Ninjin," executives can use demand data to understand the show's performance within its genre and across different markets. "Ninjin" ranks at the 96.1th percentile in the family genre in Brazil and has good audience demand in its top global market, which is also Brazil. However, while its demand in other markets is okay, it is important for executives to consider the show's poor travelability, or international demand, when making programming and distribution decisions for the show.
Finally, demand data can inform distribution decisions, such as which platforms to target for distribution of content and what types of shows have franchise or spin-off potential. For "Ninjin," its franchisability is poor, meaning executives may want to prioritize other shows for franchise or spin-off development.
In conclusion, demand data can provide executives with valuable insights to better understand audience interest and engagement with specific titles. By using demand data to inform content, acquisition, programming, and distribution decisions, executives can make more informed strategic decisions that drive business success.
This is Ninjin's home market and therefore its travelability is 100%; the travelability of a TV show's market of origin is always 100%. Click through to another market to discover how well Ninjin travels internationally.
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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 Cartoon Network 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 Ninjin, for example, can be assessed for a market e.g. Brazil, which can then be benchmarked against genre averages (e.g. Pre-School), using our globally standardized Demand Expressions® metric.
This page has been renewed on April 22, 2024, 2:02 p.m. PST using demand metrics from Parrot Analytics for Ninjin in Brazil. We provide our partners with deep TV industry capabilities to help them drive better and more informed content distribution strategies. Contact us today to find out more.