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.
For entertainment executives making content, acquisition, distribution, or programming decisions for their platform or network, demand data can be a crucial tool in identifying popular titles and understanding audience preferences. The analysis of "Burn Notice" for the month of February 2024 in Canada provides several examples of how demand data can inform strategic decision-making.
One of the primary ways that demand data can be used is to assist with content valuation. By using demand data to quantify a show's popularity and value to a particular platform, network, or market, executives can better determine how much to spend on content, estimate the return on investment for a title, and assess its ability to drive subscriptions and mitigate churn. For instance, based on the analysis of "Burn Notice," executives may consider that the show's demand is good in Canada, with 4.1 times the audience demand of the average show in the country over the last 30 days, which means that it has higher demand than 96.2% of all drama titles in the market, and it has been increasing over the last quarter. In addition, the platform-specific marginal revenue contribution can be calculated, along with how a title drives engagement across the rest of the catalog.
Demand data can also be used to inform acquisition decisions by identifying titles that are growing in popularity and resonating with audiences. Executives can use demand data to determine what type(s) of content exhibit opportunities to acquire or produce and which titles should be bought to keep existing subscribers happy or bring in new ones. For instance, in the analysis of "Burn Notice," the show's demand in Canada rose by 60.8% in February. Furthermore, the show's top 10 global markets, led by the United States, suggest areas where the series can be acquired or where spin-offs can be developed, with performance being above the average title in each of these markets.
Demand data can also help inform distribution decisions by identifying popular genres in specific markets, which platforms to target for distribution, benchmarking a show's performance against others available on the market, as well as allowing for optimal release strategies and pricing. For example, the analysis of "Burn Notice" shows that its demand is good in Canada, but not as good as the demand in the United States, with demand being 38% of that of the home market. This indicates that the show may have more potential for distribution or needs more promotion in Canada.
Finally, demand data can be used to inform programming decisions by understanding audience preferences and trends. By examining which contents are popular among the fans of a title, what genres are resonating more with the current audience, what genres should be focused on to attract new subscribers, executives can identify opportunities for growth and optimize marketing campaigns ahead of new releases. For example, the analysis of "Burn Notice" shows that the top 10 shows that fans of "Burn Notice" also like are "Court Cam", "Stargate SG-1", "Bob's Burgers", "The Mandalorian", "Shetland", "Rick And Morty", "White Collar", "Midsomer Murders" and "Death In Paradise". This information can be used to schedule similar series for the future to maintain and grow its audience.
In conclusion, demand data is a valuable resource that entertainment executives can use in making informed content, acquisition, distribution, or programming decisions. The analysis of "Burn Notice" highlights how the property can be used to value content, identify popular genres in specific markets, benchmark a show's performance, and optimize marketing campaigns. By leveraging this data, executives can take advantage of growth opportunities, mitigate monetization risks, and stay ahead of the competition in today's media landscape.
Burn Notice's travelability to Canada in the last 30 days is 37%, which means that the audience demand for Burn Notice is 37% of the demand in its country of origin, United States. Click through to another market to discover how well Burn Notice travels internationally.
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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 usa network 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 Burn Notice, for example, can be assessed for a market e.g. Canada, which can then be benchmarked against genre averages (e.g. Spy Action), using our globally standardized Demand Expressions® metric.
This page has been adjusted on March 29, 2024, 4:36 a.m. PST using global tv demand datasets from Parrot Analytics for Burn Notice in Canada. We provide our partners with deep TV analyses to help them drive better and more informed content acquisition strategies. Contact us today to find out more.