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.
If you are an executive working in the entertainment industry, you can analyze demand data to make informed decisions about the development, distribution, and promotion of TV series. Using the example of "Will & Grace" for the month of February 2024 in Brazil, here are some ways you can use demand data to make better decisions:
1. Content Valuation: As a TV series financier, content distributor, studio executive, or talent agency representative, understanding the value of the content is essential. The content valuation system powered by demand data provides the dollar value contribution of any title to any region. In the case of "Will & Grace," Parrot Analytics demand data shows that the show's demand in Brazil is good, four times higher than the average. In addition, the show has strong longevity; the momentum, or pace of growth, is good; and the reach, the number of people expressing demand for a show, is outstanding for the show in its genre.
2. Travelability: As an SVOD or OTT platform executive, understanding the travelability of a TV series is crucial. Travelability quantifies a show's international demand relative to its home market. In the case of "Will & Grace," Parrot Analytics data shows that the show's global performance across all platforms is outstanding. However, the demand in Brazil is only 24% of the demand in its country of origin, the United States. This information could help executives decide whether to invest more in promoting the title abroad or develop local content.
3. Programming Decisions: As a TV network, OTT platform or SVOD service executive, audience demand trends, can help make informed programming decisions. If a TV series is decreasing in audience demand, it can be a signal that changes in the programming schedule are necessary. Additionally, if a TV series has previously peaked in audience demand, it could be an indicator that a repeat airing could lead to a resurgence in positive audience demand. For "Will & Grace," audience demand decreased in Brazil by 33.9% during February, and its rank dropped during that month.
4. Acquisition Decisions: Demand data is also useful when making acquisition decisions. Parrot Analytics’ data for "Will & Grace" shows that its demand in Brazil is good, and the show is ranked highly compared to other romance titles in the region, indicating it would be a strong choice for acquisition. Additionally, the show's popularity is on the rise, indicating that investing in the content could provide a good return on investment.
5. Distribution Decisions: As a distribution company or studio executive, understanding where a Tv series should be distributed globally is essential. For "Will & Grace," executives can look at the top 10 global markets where the show is most in-demand and understand how the show is faring in each of these regions. With only a small fraction of the demand of the U.S., executives could consider prioritizing the U.S. market over Brazil when making distribution decisions.
By taking advantage of Parrot Analytics’ data on "Will & Grace," entertainment executives can make informed decisions regarding development, distribution, promotion, programming, and financing. This type of decision making can lower costs and increase the chances of success by understanding where the audiences are and what they are interested in.
Will & Grace's travelability to Brazil in the last 30 days is 32%, which means that the audience demand for Will & Grace is 32% of the demand in its country of origin, United States. Click through to another market to discover how well Will & Grace travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular NBC‘s Will & Grace 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 NBC 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 Will & Grace, 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 altered on March 29, 2024, 2:52 a.m. PST using global tv demand analytics from Parrot Analytics for Will & Grace in Brazil. We provide our partners with extensive SVOD competencies to help them drive better and more informed content investment strategies. Contact us today to find out more.