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, making content decisions can be risky without insight into what's currently trending and popular. However, demand data can help alleviate some of this risk by providing crucial insights into audience preferences. In this regard, the performance data for "Farscape" in Canada for March 2024 can be used as a case study to understand how demand data can be integrated into content acquisition and distribution decisions.
First and foremost, using demand data can help in content valuation by showing how much a show is worth to any platform in any given region. This could be determined by assessing the dollar value contribution of a specific title, revealing how much of a show's value is driven by demand for a specific star and identifying cannibalization of audiences when a show is available on multiple services.
Secondly, demand enables the valuation of IP not only locally but also globally, thus determining the show's performance over time. By using Parrot Analytics' content valuation system, TV executives can calculate the ROI a particular title will bring to any given platform, assess a TV series' ability to drive subscriptions, and comprehend the intrinsic value of exclusivity. This information can be garnered by leveraging demand data to quantify the platform-specific marginal revenue contribution (how much a title contributes to engagement across the rest of the catalog) and by predicting the relationship between a title's performance and subscriber acquisition and retention.
Furthermore, demand data provides valuable insights on the show's travelability - its ability to attract an audience outside its country of origin. Using the interest in "Farscape" in Canada compared to its native market, Australia, entertainment executives can determine the show's potential for global expansion. In this instance, the show has high longevity, meaning demand has been maintained over time. This insight could be used to inform decisions around financing a TV series or a movie adaptation of the "Farscape" franchise.
Another advantage of demand data is that it can be used to explore new content opportunities. For instance, understanding the genres that are resonating most with current audiences can inform decisions about what type of content to produce or acquire, as well as highlight whitespace opportunities. This insight can also help optimize release strategies to attract new subscribers, retain existing ones and assist in pre-release marketing campaigns to maximize exposure ahead of some highly-awaited premieres.
Finally, by analyzing which shows fans of "Farscape" also viewed, TV executives can plan a marketing strategy around the targeted audience on the promotional channel of their choice. This could lead to increased show reach and retention, as well as the development of a franchise or spin-offs.
In conclusion, demand data is an indispensable tool for entertainment executives for programming and acquisition decisions. The insights gleaned from demand data would assist in quantifying the value of a potential investment, uncovering new growth opportunities, guiding global expansion, optimizing promotional campaigns, and understanding audience preferences.
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Our TV audience measurement dataset is truly global. Discover how popular Nine Network‘s Farscape 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 Nine 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 Farscape, 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 enhanced on May 10, 2024, 12:16 a.m. PST using global tv demand data from Parrot Analytics for Farscape in Canada. We provide our partners with extensive TV industry competencies to help them drive better and more informed content marketing strategies. Contact us today to find out more.