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, there are multiple benefits to leveraging demand data to make informed content, acquisition, distribution, and programming decisions. In this article, we will use the popular children's TV show "Thomas & Friends" set in the fictional island of Sodor, located in the Irish Sea, to illustrate how demand data can inform strategic decision-making.
Content Valuation: Using demand data, television executives can calculate the ROI a specific title, like "Thomas & Friends," will bring to any platform or region. Parrot Analytics' content valuation system and dollar value contribution tools can reveal the value of an individual series or an entire content library on any streaming service globally. This way, executives can allocate budgets more effectively, optimize return on investment and make strategic financing decisions.
Travelability: Travelability refers to a show's global market potential, considering its international demand relative to its home market. "Thomas & Friends" has outstanding travelability, with 30% of the show's global demand coming from Brazil, with the highest demand from the UK. The series manages to outperform the demand of an average TV show in each of the top 10 global markets, showing its ability to appeal to a global audience.
Franchisability: Franchisability refers to a TV show's potential for spin-offs and other extensions, and "Thomas & Friends" has outstanding franchisability potential. By examining the 22.4% increase in Brazil's audience demand for the show in March 2024 coupled with its global performance across six dimensions, it is evident that there is untapped potential for franchise expansion or other media ventures.
Other benefits of demand data analytics include:
Content acquisition: Through understanding the audience demand data, executives can identify upcoming shows with high potential for success and make strategic acquisition choices to boost their catalog portfolio. Additionally, analyzing the audience's demand data can help executives determine which type(s) of content exhibit the opportunity to acquire, produce or promote.
Programming: When looking at the different season profiles for "Thomas & Friends," executives can decide which season should be promoted the most, which seasons barely make the cut, or even which season should be excluded entirely. Moreover, analyzing the audience demand data for this children's TV show has also revealed that it has excellent longevity, meaning that the show has maintained an excellent audience demand over time.
Distribution: Determining which platforms or networks to distribute content on is essential to content success and by leveraging demand data, executives can get this right. Executives can assess platforms that have shown demand for a specific title, improving marketing strategies and audience acquisition in the process that may lead to a wider reach.
Conclusion: Overall, demand data is a valuable tool that can help entertainment executives make informed content, acquisition, distribution, and programming decisions. "Thomas & Friends" serves as an excellent example of how analyzing audience demand data can reveal insights that executives can use to assess a TV show's ability to maintain and drive engagement, brand potential, market fit, and overall potential future revenue and growth. With the aid of demand data, executives can make optimal decisions on the allocation of finances and investments on TV shows.
Thomas & Friends's travelability to Brazil in the last 30 days is 32%, which means that the audience demand for Thomas & Friends is 32% of the demand in its country of origin, United Kingdom. Click through to another market to discover how well Thomas & Friends travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular ITV‘s Thomas & Friends 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 ITV 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 Thomas & Friends, for example, can be assessed for a market e.g. Brazil, which can then be benchmarked against genre averages (e.g. Pre-school), using our globally standardized Demand Expressions® metric.
This page has been changed on April 22, 2024, 2:03 p.m. PST using television demand datasets from Parrot Analytics for Thomas & Friends in Brazil. We provide our partners with meaningful OTT know-how to help them drive better and more informed content distribution strategies. Contact us today to find out more.