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 entertainment executives, you face the challenge of making informed content, acquisition, distribution, and programming decisions in an increasingly competitive market. Harnessing the power of demand data can provide that edge, particularly when making strategic decisions. Let me illustrate this with an example.
"O Profeta" is a Brazilian TV series. With 2.1 times the audience demand of the average show in Brazil over the last 30 days, the demand for the show is good. This is critical information for content valuation, and its demand data can be used to estimate its worth. Using Parrot Analytics' content valuation system, we can measure the dollar value contribution of this title to any platform in any region, which can help determine how much to invest in content. For example, since "O Profeta" is a popular romance show, its acquisition could attract more subscribers who have an affinity for this genre.
Additionally, the drop in rank of "O Profeta" by 269 spots during December in Brazil should be assessed by pay TV networks and linear networks to determine whether to continue airing the show and programming it in specific slots. This information can further inform programming decisions, targeting audiences, and even advertising.
Understanding the worldwide audience demand across all platforms, as well as travelability, momentum, longevity, franchisability, and reach (measured by Parrot Analytics' Pulse measurement), can provide insights into the show's global performance. For example, this show has good momentum, indicating that it has the potential to grow even more in popularity. However, its poor travelability and franchisability could limit its potential for success on a larger international scale, so content distributors or SVOD platforms should consider carefully whether to distribute "O Profeta" or invest in creating spin-offs or franchises.
Comparing the show's performance on a rolling year basis vs the last 30 days can reveal whether it is increasing in popularity, losing steam, or remaining stable. Our analysis reveals that the show's average demand over a rolling year was 1.9 times the average title, compared to 2.1 times the title average in the last 30 days, indicating that the show has recently increased in popularity. This information is also critical for content valuation.
Finally, examining the top 10 global markets for "O Profeta" where it is most in-demand over the last 30 days can reveal its popularity and potential for success in different territories. Brazil is the show's number one market globally, so it might be wise to explore acquisition or distribution opportunities in this region, taking into consideration its audience demand and other factors.
In conclusion, harnessing the power of demand data can provide significant and precise insights for making more informed content, acquisition, distribution, and programming decisions. From assessing demand to valuing content to understanding audience preferences across regions and different markets, demand data, such as that provided by Parrot Analytics, can shape the direction of business decisions. Being armed with this data is key for staying ahead in today's highly competitive entertainment landscape.
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Our TV audience measurement dataset is truly global. Discover how popular Rede Globo‘s O Profeta 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 Rede 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 O Profeta, for example, can be assessed for a market e.g. Brazil, which can then be benchmarked against genre averages (e.g. Soap Opera), using our globally standardized Demand Expressions® metric.
This page has been regenerated on April 17, 2024, 2:05 p.m. PST using global television demand datasets from Parrot Analytics for O Profeta in Brazil. We provide our partners with smart content capabilities to help them drive better and more informed content investment strategies. Contact us today to find out more.