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 may be interested in how demand data can inform content decisions. Let us take the example of "The Voice (BR)" to demonstrate how demand data can help make more informed decisions, whether in content valuation, distribution, programming or acquisition.
Content Valuation:
The demand data can help in content valuation by revealing the dollar value contribution of "The Voice (BR)" to the platform in Brazil. Parrot Analytics' content valuation system is based on demand data and can help answer questions such as how much "The Voice (BR)" is worth, and how much its value is being driven by demand for its stars, making it clear whether this content should be acquired at a higher price or not.
Distribution:
Demand data can provide valuable insight into the most popular shows in the various nations around the world. Examining the top 10 global markets for the show could help you determine where "The Voice (BR)" should be distributed. Brazil is where "The Voice (BR)" has the most demand and should be given priority. While Portugal has some demand, it may not be worth prioritizing in the distribution strategy.
Programming:
The demand data can also help in making informed programming decisions. As "The Voice (BR)" has a high demand around the globe, one can use this information to ascertain the show's popularity and make programming decisions accordingly. Since demand spiked in early March 2024 for Brazil, one might want to consider the possibility of airing the show at the beginning of March to leverage the spike.
Acquisition:
Demand data can also be used to help in making acquisition decisions. By examining the trend of audience demand over time, one can measure popularity and take this information into account when deciding whether to acquire the show or not. Given that the audience demand for the show has decreased in Brazil by 2.9% in March, investing in the show might not be the best decision right now.
Content decisions:
Demand data enables executives to answer critical decisions such as what types of content exhibit opportunity for acquisition or production and which ones can be expected to retain or acquire subscribers. Comparing the performance of "The Voice (BR)" on a 1-year rolling basis vs the last 30 days reveals an interesting insight, indicating that there is increased popularity for the show. "The Voice (BR)" has also maintained its audience demand over time, indicating good longevity of the show, which could encourage executives to invest in it.
In conclusion, Parrot Analytics provides an advanced demand data system that can help executives make more informed decisions, whether in content valuation, distribution, programming, or acquisition by using data and analytics to reveal the dollar value of a title, its global performance, and its travelability and more. The example of "The Voice (BR)" helps illustrate how demand data can be used to make more informed decisions, and how it relates to content valuation.
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Our TV audience measurement dataset is truly global. Discover how popular TV Globo‘s The Voice (BR) 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 TV 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 The Voice (BR), for example, can be assessed for a market e.g. Brazil, which can then be benchmarked against genre averages (e.g. Competition Reality), using our globally standardized Demand Expressions® metric.
This page has been enhanced on April 22, 2024, 2:02 p.m. PST using global television demand data from Parrot Analytics for The Voice (BR) in Brazil. We provide our partners with meaningful television capabilities to help them drive better and more informed content marketing strategies. Contact us today to find out more.