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.
Entertainment executives working at OTT or SVOD platforms can use Parrot Analytics' demand data to make more informed content, acquisition, distribution, and programming decisions. Let's focus on how demand relates to content valuation and take the example of "Eastbound & Down" for the month of March 2024 in Canada.
Using demand data, content valuation can be applied to an individual series or an entire library, which means you can start unbundling the value of content on any streaming service. Parrot Analytics' content valuation system is powered by global content demand and supply. It enables executives to determine how much to spend on content, quantify the platform-specific marginal revenue contribution, calculate the ROI for any given platform, and estimate cannibalization of audiences if a title is available on multiple services.
For instance, "Eastbound & Down" has 5.9 times the audience demand of the average show in Canada over the last 30 days, and only 8.6% of all TV shows have this level of demand. This means that the show is popular and has a high economic value. Additionally, the show's demand is increasing, indicating that the content is resonating with viewers and has a bright future ahead. Content valuation also helps buyers determine how much to bid for a show, as the dollar value contribution of any title to any platform in any region is revealed.
Executives can also use demand data to optimize their marketing campaigns, choose the right platforms, and increase subscriber acquisition and retention. In the case of "Eastbound & Down," we observe that audience demand for the show has decreased by 3.0% in Canada during March. By examining the top 10 global markets where "Eastbound & Down" is most in-demand over the last 30 days, we find that the US is the number one market for the show globally, followed by Canada, Germany, France, the UK, Mexico, Australia, the Netherlands, and Spain.
Finally, demand data can be used to inform content development decisions, such as identifying opportunities for spin-offs or franchises, optimizing content for global expansion, and determining the most popular genres in a specific market or on a global scale. By analyzing taste clusters and mapping local whitespaces, executives can create content that resonates with their target audience and boosts demand.
In conclusion, content valuation using Parrot Analytics' demand data can help entertainment executives make more informed decisions related to content, acquisition, distribution, and programming. The example of "Eastbound & Down" in Canada illustrates how demand data can be used to determine a show's popularity, estimate its economic value, optimize marketing campaigns, and inform content development decisions.
Eastbound & Down's travelability to Canada in the last 30 days is 69%, which means that the audience demand for Eastbound & Down is 69% of the demand in its country of origin, United States. Click through to another market to discover how well Eastbound & Down travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular HBO‘s Eastbound & Down 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 HBO 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 Eastbound & Down, for example, can be assessed for a market e.g. Canada, which can then be benchmarked against genre averages (e.g. Comedy Drama), using our globally standardized Demand Expressions® metric.
This page has been adjusted on April 22, 2024, 2:01 p.m. PST using tv demand content analytics from Parrot Analytics for Eastbound & Down in Canada. We provide our partners with far-reaching entertainment industry know-how to help them drive better and more informed content sales strategies. Contact us today to find out more.