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, one of the key decisions you must make is whether to greenlight, acquire, distribute, or program a TV series. Decision-making can be challenging and costly, so it's essential to have access to reliable data to make informed choices. Parrot Analytics' demand data can provide valuable insights into audience preferences, allowing entertainment executives to make data-driven decisions.
Taking "Amphibia" as an example, here is how demand data can be used:
Content Valuation: One significant challenge that content executives frequently face is determining how much a series is worth. Parrot Analytics' content valuation system is the perfect tool for answering this question. By analyzing demand data, content executives can determine how much a title is worth and get insights into a title's ability to drive engagement. In this case, "Amphibia" has a demand of 2.5 times the average show in Canada over the last 30 days and is at the 94.2th percentile for family titles. This suggests that "Amphibia" has higher demand than 94.2% of all family titles in Canada, making it a valuable asset worth considering.
Acquisition Decisions: When selecting a title for acquisition, it's essential to consider audience preferences and to make sure the content aligns with your platform's strategy. The travelability dimension of the Parrot Pulse provides insight into the show's global appeal, allowing acquisition executives to determine the show's international potential. In this case, "Amphibia" has outstanding worldwide audience demand and excellent travelability potential, indicating that the show could be a valuable addition to a platform's library.
Programming Decisions: Programmers need to make decisions about which titles to offer audiences, and demand data can provide insights that inform these decisions. For instance, by examining show metadata for "Amphibia," we know that it is a family genre show. Therefore, programmers might want to consider offering this title during family-friendly timeslots to appeal to families looking for appropriate content. They can also examine the top 10 global markets where "Amphibia" is most in-demand over the last 30 days and try to program the show in those regions during prime viewing times.
Distribution Decisions: Once you have acquired a title, you need to decide how to distribute it. By using demand data, distribution executives can identify the areas with high demand and prioritize distribution accordingly. In this case, the "Amphibia" show has outstanding audience demand of 10x in the United States, followed by Australia, where demand is also outstanding. This data indicates that there are potentially significant opportunities for distribution in these regions.
Competitive Benchmarking: By comparing "Amphibia" with other titles, executives can get a better understanding of the show's strengths and weaknesses. According to the Parrot Analytics' demand data, "Amphibia" has lower demand levels than it had over the last 90 days, and the show's rank has dropped by 698 spots over March 2024. These insights might prompt executives to consider re-evaluating their marketing strategy or fine-tuning content to maintain its momentum.
In conclusion, demand data is a valuable tool for entertainment executives to make informed decisions. By analyzing the demand data for a TV series, they can evaluate the global performance, travelability, longevity, momentum, franchisability, and reach of a series. With demand data, significant business decisions such as content valuation, acquisition, distribution, programming, and competitive benchmarking become less challenging.
Amphibia's travelability to Canada in the last 30 days is 13%, which means that the audience demand for Amphibia is 13% of the demand in its country of origin, United States. Click through to another market to discover how well Amphibia travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Disney Channel‘s Amphibia 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 Disney Channel 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 Amphibia, for example, can be assessed for a market e.g. Canada, which can then be benchmarked against genre averages (e.g. School), using our globally standardized Demand Expressions® metric.
This page has been updated on April 22, 2024, 2 p.m. PST using global television demand data from Parrot Analytics for Amphibia in Canada. We provide our partners with comprehensive media industry capabilities to help them drive better and more informed content marketing strategies. Contact us today to find out more.