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.
Content executives making decisions around content acquisition, programming, and distribution can use demand data to make more informed and data-driven decisions. Let's take the example of "Your Honor" to see how demand data can be leveraged to make better decisions.
Content valuation: Executives can use demand data to understand the value of a content asset like "Your Honor". In Brazil, "Your Honor" has an audience demand of 4.5x the average TV show, and its demand has been increasing recently. This means that the show has a higher value than other titles because it has a higher demand, which shows that the show is a valuable asset for television executives who are planning to acquire or distribute the show.
Programming and Acquisition: Executives can analyze the demand data to determine which type of content to acquire. For example, popular shows like "Your Honor" can be valuable for linear networks or pay TV networks because of their ability to draw in audiences. Additionally, executives can look at the audience's taste clusters and identify what type of content resonates with the audience to make more informed decisions.
Subscriber Retention and Acquisition: Demand data can be used to keep current audiences happy or attract new ones. TV executives can examine the audience demand for the show to determine why it is popular and use that information to identify new programming content that is similar in genre or theme. They can acquire such content to keep the subscribers engaged. Similarly, they can use data from other regions like France and the United States to understand which regions the show is most popular in and aim to expand their reach in those markets.
Marketing and Promotion: Demand data can be used to optimize marketing campaigns ahead of the premiere of a show. During the late March spike, executives could have used that time to market the show for maximum impact, reaching out to media outlets that covered the entertainment industry or even considering influencer marketing.
Pricing and Release Strategy: Executives can use audience demand data to understand how viewers are consuming content. For "Your Honor," executives could analyze the data to see whether it is best to release all episodes at once, which may encourage binge watching or stagger releases, which could build hype and anticipation for each upcoming episode.
Competitive Benchmarking: Executives can use demand data to compare their content against other titles, determine their areas of strength and delve into their weaknesses. They can also identify which genres and themes are successful in the given market, allowing them to better evaluate potential titles.
In conclusion, demand data can help entertainment executives make data-driven decisions from programming and acquisition decisions to marketing and promotion strategies for their content. They can also use demand data to understand which regions or markets their shows are popular in and make changes accordingly. "Your Honor" is an example of a show where the use of demand data could help executives make effective decisions.
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Our TV audience measurement dataset is truly global. Discover how popular SHOWTIME‘s Your Honor 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 SHOWTIME 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 Your Honor, for example, can be assessed for a market e.g. Brazil, which can then be benchmarked against genre averages (e.g. Crime Drama), using our globally standardized Demand Expressions® metric.
This page has been amended on May 9, 2024, 10:45 p.m. PST using global television demand analytics from Parrot Analytics for Your Honor in Brazil. We provide our partners with deep media industry insight to help them drive better and more informed content acquisition strategies. Contact us today to find out more.