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, it's important to use demand data to make informed decisions about content, acquisition, distribution, or programming. Looking at the example of "Rupaul’s Drag Race: Untucked" in Brazil for the month of March 2024, we can see how demand data can be used to inform decisions.
Content Valuation: Content valuation determines how much a TV series or a library is worth. Using demand data, we can calculate the contribution of a show to any platform. For example, "Rupaul’s Drag Race: Untucked!" has a demand that is almost 10 times higher than the average show in Brazil, with an increasing performance in terms of demand. This outstanding level of demand shows its value to the platform.
Distribution: Understanding demand data helps in determining the best markets and platforms to distribute content. "Rupaul’s Drag Race: Untucked" ranks second in Brazil with outstanding demand, which is higher than 99.7% of all reality shows in Brazil. We can also see that the show's demand performs well in markets such as the Netherlands, Canada, Italy, Germany, the UK, Romania, and Spain. This demand data can help in determining which platforms should be targeted for distribution in these markets.
Programming and Acquisition: By looking at shows that have similar audiences to "Rupaul’s Drag Race: Untucked" such as "RuPaul's Drag Race All Stars", "Canada's Drag Race", and "Jersey Shore: Family Vacation", executives can decide which shows to acquire for their SVOD or linear network. Demand data can also help acquire content that appeals to specific taste clusters or genres in certain markets. Demand data confirms that "Rupaul’s Drag Race: Untucked" has been increasing in popularity in Brazil, which may suggest that its acquisition or programming can benefit from this trend.
Marketing and Recommendations: Demand data helps executives understand the potential reach of a show and develop targeted marketing campaigns. For instance, if the show has a dedicated but small fandom, they can target the marketing to this specific audience. Demand data also allows for the optimization of recommendations to drive engagement and retention. For example, if "Rupaul’s Drag Race: Untucked" fans also like "RuPaul's Drag Race All Stars", they can recommend this show to users who are watching "Rupaul’s Drag Race: Untucked".
By utilizing demand data, entertainment executives can make informed content, acquisition, distribution, and programming decisions. Demand data provides valuable insights into content popularity, market trends, and audience preferences across different markets. It can also help identify opportunities for content monetization through spin-offs or franchises. Understanding demand data can assist executives in optimizing their content investments, ensuring the success of their platform.
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Our TV audience measurement dataset is truly global. Discover how popular VH1‘s Rupaul’s Drag Race: Untucked 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 VH1 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 Rupaul’s Drag Race: Untucked, for example, can be assessed for a market e.g. Brazil, which can then be benchmarked against genre averages (e.g. Aftershow), using our globally standardized Demand Expressions® metric.
This page has been refreshed on April 22, 2024, 2:04 p.m. PST using tv demand datasets from Parrot Analytics for Rupaul’s Drag Race: Untucked in Brazil. We provide our partners with comprehensive content expertise to help them drive better and more informed content distribution strategies. Contact us today to find out more.