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 are always looking for new ways to make more informed decisions about content creation, acquisition, distribution, and programming. Demand data is a powerful tool that can help you understand how your content is performing in various markets, compare it to similar titles, and identify new opportunities for growth. In this article, we'll explore how demand data can impact your decision-making process using the example of "The Handmaid's Tale" in Brazil in March 2024.
One key way that demand data can be used is to inform content valuation. By understanding demand for a particular title, you can get a better sense of its dollar value contribution to your platform or organization. In this case, we see that "The Handmaid's Tale" has demand that is 15.1 times the average show in Brazil, putting it in the 2.7% of all TV shows. This is an outstanding result that speaks to the popularity and value of the show. By using demand data in this way, you can more confidently make decisions about how much to spend on content acquisition or production.
Another way that demand data can be useful is to inform distribution decisions. By analyzing demand in various markets, you can identify areas where your content is particularly popular or where it has room for growth. In this case, we see that "The Handmaid's Tale" has outstanding demand in Brazil, as well as in the United States, France, Canada, and other countries. This information can help you decide where to distribute your content, which can in turn help to increase engagement and further monetize your IP.
Demand data can also inform programming decisions. By understanding what other shows your audience is interested in, you can make better decisions about what to air alongside or after your content. In the case of "The Handmaid's Tale" in Brazil in March 2024, we see that fans of the show are also interested in titles like "House Of The Dragon", "The Good Doctor", and "The Mandalorian". This information can help you to create a more engaging viewing experience for your audience by curating content that they are likely to enjoy.
Finally, demand data can be used to inform acquisition decisions. By analyzing trends in demand for a particular title, you can determine whether it is worth acquiring or investing in. In the case of "The Handmaid's Tale", we see that demand for the show has been increasing in Brazil, indicating that it may be a good time to acquire the rights to the title or invest in its production. Similarly, by understanding the top 10 global markets where the show is most in-demand, you can identify areas where it may be a good idea to acquire distribution rights or invest in marketing.
In conclusion, demand data is a powerful tool that TV executives can use to make more informed decisions about content creation, acquisition, distribution, and programming. By analyzing audience demand for a particular title, you can gain insights into its value, its potential for growth, and how it fits into the broader media landscape. In the case of "The Handmaid's Tale" in Brazil in March 2024, we see that the show has outstanding demand, indicating that it is a valuable asset and a good candidate for investment and distribution.
The Handmaid's Tale's travelability to Brazil in the last 30 days is 58%, which means that the audience demand for The Handmaid's Tale is 58% of the demand in its country of origin, United States. Click through to another market to discover how well The Handmaid's Tale 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 Hulu 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 The Handmaid's Tale, for example, can be assessed for a market e.g. Brazil, which can then be benchmarked against genre averages (e.g. Sci-fi Drama), using our globally standardized Demand Expressions® metric.
This page has been amended on April 17, 2024, 2:04 p.m. PST using television demand analytics from Parrot Analytics for The Handmaid's Tale in Brazil. We provide our partners with far-reaching OTT competencies to help them drive better and more informed content licensing strategies. Contact us today to find out more.