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 at an OTT or SVOD platform, tracking demand is crucial for making informed acquisition, distribution, and programming decisions. Using demand data, we can answer a range of questions regarding a title's performance, audience, and financial worth. In this article, we will use "Grimm", a popular TV series, in Canada for the month of January 2024, to demonstrate the benefits of incorporating demand data into decision-making processes.
Firstly, demand data allows us to measure a title's popularity by comparing its demand to the average show in a specific market or globally. In the case of "Grimm" in Canada, we see that its demand is 3.1 times the average show, demonstrating good performance and ranking in the 95.2 percentile for the drama genre. Such ranking shows that the series has higher demand than 95.2% of all drama titles in Canada. Demand data also allows us to track a title's performance over time, and for "Grimm," its demand has been increasing recently.
Demand data can be leveraged to value intellectual property (IP) such as TV series globally. IP valuation determines how much a show is worth to potential buyers and platforms. Parrot Analytics' content valuation system can help quantify the platform-specific marginal revenue contribution and estimate a title's ROI. It can also help assess a TV series' ability to drive subscriptions and mitigate churn, both of which are critical to SVOD platforms and pay-TV networks. By knowing the value of titles or content libraries, a network or platform can bid for, produce, and distribute content confidently.
Demand data can also provide insights into a show's audience, content fit, and growth potential, making it valuable for acquisitions and programming decision-making processes. For example, "Grimm" in Canada has excellent longevity and momentum, indicating that it has maintained audience demand over a long period and has been experiencing growth recently. Its global reach and outstanding franchisability could factor into strategic decisions such as developing spin-offs or partnerships with brands or talent to expand its audience. Moreover, examining the show's top global markets can inform outreach and appeal to local tastes.
Lastly, demand data allows executives to optimize release strategies, pricing, pre-release marketing, and post-release engagement efforts. By knowing what content resonates with fans, executives can respond to specific viewer preferences, all of which contribute to increased demand and audience satisfaction. For "Grimm," demand spiked in late January 2024 in Canada, showing that the show is still relevant and popular.
In conclusion, incorporating demand data into executive decision-making processes is essential for entertainment studios, agencies, distributors, networks, and platforms globally. It enables businesses to measure the success, potential value, and audience engagement of each title, providing guidance on programming, acquisition, distribution, development, and marketing decisions, among others. With increasing competition in the entertainment market, the power of demand data is more critical than ever in shaping the next hit series.
Grimm's travelability to Canada in the last 30 days is 57%, which means that the audience demand for Grimm is 57% of the demand in its country of origin, United States. Click through to another market to discover how well Grimm travels internationally.
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Acquire the best shows from partners such as NBC to fortify your competitive position in Canada. Contact us now to access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles (e.g. Grimm), including those that have not even been released. Leverage a return-focused selection criteria for title acquisition by incorporating country-specific trend and market demand factors.
Command your Drama genre niche with maximum net subscriber adds. Contact us now to harnesses audience demand data to gain insights for growing and keeping a subscriber base. Leverage a return-focused selection criteria for title acquisition from partners such as NBC by incorporating country-specific trend and market demand factors for all markets including Canada. Appeal to the individuality of your audience base, taking into consideration the unique and limitless characteristics of taste clusters.
Deploy high impact entertainment marketing strategies across all genres including Drama. Contact us now to deploy demand-driven marketing, the only empirical earned media measure of your marketing spend. Access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles such as Grimm, including those that have not even been released. Appeal to your target markets, including Canada, based on audience interests, enabling the personalization of campaigns to capitalize on pre-release demand.
Our TV audience measurement dataset is truly global. Discover how popular NBC‘s Grimm 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 NBC 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 Grimm, for example, can be assessed for a market e.g. Canada, which can then be benchmarked against genre averages (e.g. Procedural Drama), using our globally standardized Demand Expressions® metric.
This page has been renewed on April 22, 2024, 2 p.m. PST using tv demand data from Parrot Analytics for Grimm in Canada. We provide our partners with meaningful television series analyses to help them drive better and more informed content sales strategies. Contact us today to find out more.