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 a TV executive, you know that making informed content decisions is critical to the success of your business, and that utilizing data is one of the best ways to do so. One source of valuable data that you can use is audience demand data, which can be obtained through Parrot Analytics' content demand measurement system. By taking a look at the March 2024 Brazilian performance of the TV series "Scorpion" in conjunction with the questions outlined earlier, we can get a better understanding of how demand data can help you make better content-related decisions.
Question 1: Content valuation uses demand data to answer these questions: How much is my series worth?
Demand data can be used to help derive the value of a series, and not just in terms of its content. Based on the demand analysis of "Scorpion" for March 2024 in Brazil, the show's audience demand is good. It is 7.7 times the audience demand of the average show in Brazil and has been increasing recently. The show has achieved the peak rank of #294 in Brazil. Given the high demand and peak rank, we can speculate that this TV series might be worth more than other shows that are not performing as well.
Question 2: Demand enables valuing IP globally: What content is most popular in my market or on a global scale?
The demand for TV series is not limited to the point of origin. We can see that the demand for "Scorpion" in Brazil is good, and is not limited to a single market. In fact, our worldwide audience demand analysis across all platforms demonstrate that the show has outstanding demand. This means that "Scorpion" has global potential and may be worth exploring for distribution in other markets where it has a strong following, which in this scenario, countries like the United States, Russia, Germany, China, and the Netherlands show outstanding demand.
Question 3: Content valuation: How can you determine how much to spend on content?
Demand data can help identify the value of a TV series to a platform over time and determine how much to be invested into a particular show. For example, Parrot Analytics' content valuation system can be used to calculate the dollar value contribution of any title to any platform in any region. By using demand data to assess the value of a show and determine how much it will bring in for a specific platform, a TV network or content producer can make better-informed decisions about how much to spend on content.
Question 4: Demand data powers Parrot Analytics' content valuation system: How can you quantify the platform-specific marginal revenue contribution and how a title drives engagement across the rest of the catalog?
Parrot Analytics' content valuation system provides TV executives with a way to quantify the platform-specific marginal revenue contribution of a title. A TV series may drive engagement across the rest of an SVOD platform, for example, and thereby increase the overall value of the platform. Using demand data, we can also assess a TV series' ability to drive subscriptions and mitigate churn. This can help executives decide whether to acquire more episodes of a particular series or invest in other shows that attract a large audience and contribute more positively to the SVOD platform's value and viewer retention.
Question 5: Content valuation leverages Parrot Analytics demand data: Using demand data, how can you calculate the ROI a specific title will bring for any given platform, and how can you assess a TV series' ability to drive subscriptions and mitigate churn?
Parrot Analytics' demand data makes it possible to calculate the ROI that a specific TV series will bring for any given platform. By analyzing the performance of the TV series on a 1-year rolling basis and comparing it to the last 30 days, we can calculate the level of increasing popularity that a show like "Scorpion" has experienced recently. TV executives can also use demand data to assess a TV series' ability to drive subscriptions and mitigate churn by analyzing how well-liked the show is among the target audience and whether it can help retain existing TV subscribers and attract new viewers to the platform.
In conclusion, utilizing demand data can help TV executives make more informed content decisions and distribution choices. Through Parrot Analytics' content demand measurement system, show performance can be measured across multiple metrics to help executives evaluate its potential success in various regions and platforms. Demand data is critical to content valuation, which enables executives to make informed decisions about how much to spend on content and how much to invest in a specific show, ultimately leading to a more successful enterprise.
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Our TV audience measurement dataset is truly global. Discover how popular CBS‘s Scorpion 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 CBS 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 Scorpion, for example, can be assessed for a market e.g. Brazil, which can then be benchmarked against genre averages (e.g. Action Thriller), using our globally standardized Demand Expressions® metric.
This page has been renewed on April 22, 2024, 2:04 p.m. PST using global demand datasets from Parrot Analytics for Scorpion in Brazil. We provide our partners with comprehensive TV competencies to help them drive better and more informed content investment strategies. Contact us today to find out more.