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 working in a TV production company, you are tasked with making informed content decisions to increase audience engagement and retention with your programming. This is where demand data can be extremely useful. Using the example of "Greatest Tank Battles", a TV series that analyses the arms, protection and tactics of tank troops for Canadian audiences, we can gain insight into how to use demand data to inform content decisions.
Firstly, demand data can be used to value content. Parrot Analytics content valuation system is based on demand data and reveals the dollar value contribution of any title, to any platform, in any region. Using demand data, we can answer questions like "How much is my show worth?"; valuation can be applied to individual series or an entire library, which means you can start unbundling the value of content on any streaming service.
In the case of "Greatest Tank Battles", we can see its audience demand is good—2.9 times the audience demand of the average show in Canada over the last 30 days, meaning only 8.6% of all TV shows have this level of demand. However, we also see that its demand has been decreasing recently. Consequently, we can determine its value using Parrot Analytics content valuation system. Valuation can help TV production companies to know the financial worth of a show, thereby scale the resources for each show.
Secondly, demand data can be used to help with subscriber retention and acquisition. If you are looking to keep your current audience happy, then knowing which titles will suit their taste and keep them engaged is of utmost importance. On the other hand, knowing what titles will attract new subscribers can assist with audience growth. For instance, we can see from the example that "Greatest Tank Battles" attracted viewers who are interested in military and historical documentaries. As a result, the TV production company can include other similar content in their line-up to keep these viewers engaged and attract new subscribers who are fans of the same genre.
Thirdly, demand data can inform the platform and network fit. Knowing which platforms to target for content distribution can be tricky. Therefore, evaluating audience demand in different regions will help with platform targeting for effective distribution and monetization of content. For instance, we notice that Canada has the highest global demand for "Greatest Tank Battles" and the TV production company can leverage this data to negotiate more favourable deals with Canadian networks and content distributors for better viewership experience.
Fourthly, demand data can enable competitive benchmarking. Knowing how your show performs when compared to other titles available in the market is critical to remain competitive. As seen in the example, we see the insights on the top 10 global markets where "Greatest Tank Battles" is most in-demand over the last 30 days. By comparing these with data of competing titles, the TV production company can understand how its show performs against the competition and make strategic decisions to remain competitive.
Finally, demand data helps to optimize the marketing campaign ahead of the premiere. By analyzing audience demand, TV producers can optimize marketing campaigns ahead of the premiere and also monitor the progress of a show. In the case of "Greatest Tank Battles," we notice that the demand spiked in late December 2023, indicating that a spike in demand could be from the show's marketing campaign. At the same time, we must note that its momentum, the pace of growth, is only okay. By improving the marketing campaign, producers can aim to improve the show's growth rate and keep the momentum going.
In conclusion, demand data has several applications for TV production companies, and the case analysis of "Greatest Tank Battles" has shown some of these applications. Demand data can help producers make informed content decisions by valuing content, analyzing consumer behaviour, monitoring show performance, optimizing marketing campaigns, and benchmarking against competitors. By leveraging demand data, TV producers can increase audience engagement and retention, attract new subscribers, and make informed programming decisions.
This is Greatest Tank Battles's home market and therefore its travelability is 100%; the travelability of a TV show's market of origin is always 100%. Click through to another market to discover how well Greatest Tank Battles 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 history 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 Greatest Tank Battles, for example, can be assessed for a market e.g. Canada, which can then be benchmarked against genre averages (e.g. Historical Documentary), using our globally standardized Demand Expressions® metric.
This page has been renewed on April 22, 2024, 2:03 p.m. PST using television demand content from Parrot Analytics for Greatest Tank Battles in Canada. We provide our partners with far-reaching television series analyses to help them drive better and more informed content sales strategies. Contact us today to find out more.