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, you can use demand data to make informed decisions about content acquisition, distribution, and programming. In this example, let's use the TV show "Silicon Valley" as a case study.
Firstly, we can use demand data to value the content of "Silicon Valley." Based on the platform-specific marginal revenue contribution, we can assess how well the series drives engagement across the catalog, how much it is worth to a streaming platform, and how much it can drive subscriptions or mitigate churn. It is important to note that demand data reveals the dollar value contribution of any show to any platform in any region, so you can start unbundling the value of content on any streaming service.
Furthermore, we can use demand data to optimize content for global audiences and produce region-specific content. For example, we can use demand data to identify the genres that resonate most with the audience in the local market. We can also use it to investigate opportunities to acquire or produce specific types of content. Travelability analysis tells us how well the content of "Silicon Valley" travels internationally, which could help in deciding which platforms to target for distribution.
Demand data can also help us understand the success of a TV show in the long term and identify under-monetized titles. We can use it to quantify the ROI that a specific show will bring for a given platform, find out how popular our show is relative to the market average and compare its performance against other shows available on the market. We can also explore opportunities to monetize the intellectual property (IP) of the show through spin-offs or franchises. In the case of "Silicon Valley," its franchisability analysis shows that there are many opportunities to explore such as spin-offs or brand partnerships.
Finally, audience demand data can inform pre-release marketing campaigns, help ensure that content is being seen by the right audience on your platform and that it is appropriately priced and released. It can inform programming decisions by providing insights on audience preferences and giving a clear picture of how well a show is performing globally.
In conclusion, demand data is a powerful tool for entertainment executives to make informed content decisions, including acquisition, distribution, and programming. Using "Silicon Valley" as a case study, we have seen how demand data can be leveraged to understand the economic value of a title, optimize content for global audiences, value content, understand the success of a show in the long term, identify under-monetized titles, explore franchisability and spin-off potential, and make informed pre-release marketing and programming decisions.
Silicon Valley's travelability to Brazil in the last 30 days is 40%, which means that the audience demand for Silicon Valley is 40% of the demand in its country of origin, United States. Click through to another market to discover how well Silicon Valley travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular HBO‘s Silicon Valley 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 HBO 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 Silicon Valley, for example, can be assessed for a market e.g. Brazil, which can then be benchmarked against genre averages (e.g. Sitcom), using our globally standardized Demand Expressions® metric.
This page has been refreshed on April 19, 2024, 2 p.m. PST using global demand content analytics from Parrot Analytics for Silicon Valley in Brazil. We provide our partners with valuable television analyses to help them drive better and more informed content marketing strategies. Contact us today to find out more.