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 a content distributor or a TV executive interested in acquiring new content for your platform, analyzing a show's demand data can help make informed acquisition decisions. For example, the analysis of "12 Monkeys" in Canada during March 2024 revealed it has 2.5 times the audience demand of the average show, which indicates good audience interest and engagement. Over the last 90 days, demand for the show increased, suggesting good momentum. In addition, during March, audience demand for the show spiked, indicating there was a likely event or promotion that garnered more interest in the show.
Content valuation is another critical aspect for studios and TV production companies determining how much to spend on content. Parrot Analytics has a content valuation system based on demand data that helps content producers estimate the value of exclusivity and the ROI of a specific title on a given platform. Moreover, content valuation can help TV executives determine a show's ability to drive subscriptions and mitigate churn. Therefore, analyzing demand data can help a TV executive make informed decisions when it comes to pricing and evaluate the value contributed by a show across different regions, both in outstanding and emerging markets. For instance, "12 Monkeys" is seeing good demand in its top 10 global markets, which is a positive sign for producers and distributors looking to monetize the show effectively.
The success of "12 Monkeys" is measurable through its Parrot Pulse, which measures its global performance across six dimensions, namely, audience demand, travelability, longevity, momentum, franchisability, and reach. Nowadays, SVOD platforms and OTT platforms operate globally, and tracking audience demand and popularity across different markets is crucial. "12 Monkeys" performed outstandingly across all six dimensions, indicating that it is a strong and valuable show that is worth renewing for another season or considering a spin-off.
Demand data can also help talent agencies and TV executives determine which talent or brand to use to expand their audience. This was achievable through affinity analysis, which identifies the best brand or talent for expansion or building an audience. For example, "12 Monkeys" fans are also interested in shows like "For All Mankind," "Shameless," "Attack On Titan," "Rick And Morty," "Supernatural," "The 100," "Homeland," "The Rookie," and "Queen Sugar." This insight can be instrumental in developing cross-promotions or spin-off shows that partners with new or existing talent to keep the audience engaged and grow the fanbase.
Lastly, by tracking a show's demand data over a year and comparing it to a 30-day basis, TV executives and content distributors can observe whether the show's popularity is on the rise or decline, making informed decisions and strategy adjustments. A comparison between "12 Monkeys" overall demand compared to the demand in the last 30-days showed an increase in popularity. This indicates that renewing the show or producing spin-offs looks like a promising idea as the audience demand creates new opportunities for the brand.
In conclusion, analyzing demand data can provide answers to various questions TV executives have about their content, including content valuation, scalability, supply and demand, subscriber retention, acquisition, and more. By understanding and utilizing these insights, executives can make data-driven decisions, increase profitability, and improve the success of their content and platform in the long run.
12 Monkeys's travelability to Canada in the last 30 days is 40%, which means that the audience demand for 12 Monkeys is 40% of the demand in its country of origin, United States. Click through to another market to discover how well 12 Monkeys travels internationally.
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Acquire the best shows from partners such as syfy to fortify your competitive position in Canada. Contact us now to access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles (e.g. 12 Monkeys), including those that have not even been released. Leverage a return-focused selection criteria for title acquisition by incorporating country-specific trend and market demand factors.
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Our TV audience measurement dataset is truly global. Discover how popular syfy‘s 12 Monkeys 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 Canada, 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 syfy 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 12 Monkeys, for example, can be assessed for a market e.g. Canada, which can then be benchmarked against genre averages (e.g. Sci-fi Drama), using our globally standardized Demand Expressions® metric.
This page has been updated on April 22, 2024, 2:04 p.m. PST using television demand data from Parrot Analytics for 12 Monkeys in Canada. We provide our partners with extensive TV industry know-how to help them drive better and more informed content investment strategies. Contact us today to find out more.