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 a TV executive, demand data can be a crucial factor in making an informed decision regarding content valuation, acquisition, distribution, programming, and much more. Using the example of "Fuller House" for the month of March 2024 in Canada, we can understand the importance of demand data and how it can be used to assess several aspects of a TV show.
Firstly, demand data can be used to assess the value of a TV show. Using Parrot Analytics' content valuation system, a title's dollar value contribution to any platform in any region can be calculated based on demand data. With "Fuller House" having 2.8 times the audience demand of the average show in Canada over the last 30 days, and ranking at the 94.7th percentile in the family genre in March, its value can be quantified based on its demand.
Secondly, demand data can help with acquisition decisions. We can see that "Fuller House" has increasing demand recently, and its demand spiked in late March 2024 for Canada, indicating that it could be a good acquisition for a platform or network.
Thirdly, demand data can be used for programming decisions, such as which titles should be acquired to keep or grow an audience. Looking at the top 10 global markets where "Fuller House" is most in-demand over the last 30 days, we can see that it outperforms the demand of the average TV show in each market. With the United States being its number one market, it achieved outstanding audience demand of 5.2 times the average in that market. This data can be used to decide whether to program "Fuller House" on linear TV or to acquire it for an SVOD service.
Fourthly, demand data can be utilized in distribution decisions. By examining the show's travelability, we can see that its worldwide audience demand across all platforms is good, although its travelability is okay. Its demand in Canada was 31% of the demand in its country of origin, the United States, indicating that it may not be as travelable as some other titles. This data can be used to decide which platforms are best suited for its distribution.
Finally, demand data can give insights into the show's performance over time and indicate opportunities for spin-offs or franchises. In the case of "Fuller House," we can see that its longevity and momentum are good, and its franchisability is okay. It is possible to further monetize its IP through spin-offs or franchises, which can lead to increased revenue streams for the studio or network.
In conclusion, demand data is a powerful tool for TV executives in making informed decisions regarding content valuation, acquisition, distribution, programming, and franchise exploitation. By using Parrot Analytics' demand data and analysis, executives can keep up with audience preferences and trends, optimize their content offerings, and stay ahead of the competition in a rapidly changing media landscape.
Fuller House's travelability to Canada in the last 30 days is 35%, which means that the audience demand for Fuller House is 35% of the demand in its country of origin, United States. Click through to another market to discover how well Fuller House travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Netflix‘s Fuller House 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 Netflix 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 Fuller House, for example, can be assessed for a market e.g. Canada, which can then be benchmarked against genre averages (e.g. Sitcom), using our globally standardized Demand Expressions® metric.
This page has been revised on April 22, 2024, 2:02 p.m. PST using television demand content from Parrot Analytics for Fuller House in Canada. We provide our partners with comprehensive TV industry workflows to help them drive better and more informed content acquisition strategies. Contact us today to find out more.