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, understanding audience demand is key to making informed content, acquisition, distribution, and programming decisions. Demand data, provided by tools like Parrot Analytics, can unlock valuable insights about a TV show's performance, which can inform strategic decisions that affect the entire business. Let's take "Linlang," a TV show available in Canada, and analyze its performance using the data provided.
Content Valuation: One of the central questions executives might ask is, "How much is my TV show worth?" Using demand data, Parrot Analytics' content valuation system provides insights that can help determine how much to spend on content or how much a series is worth. In this case, we see that "Linlang" has good audience demand, which places it in the top 8.6% of all TV shows in Canada. Demand is also increasing, indicating a growing interest in the show. Executives can use this data to estimate the show's worth and determine whether it's to be considered a strategic asset for their platform.
Travelability: In terms of global performance, while "Linlang's" audience demand in Canada is good, its travelability - the measure of a show's international demand vs. its home market - is poor. This data can provide executives with insights about the potential of the show outside of its home market, which can inform strategic decisions regarding international distribution.
Franchisability: Another metric to consider is the spin-off potential of a TV show. For "Linlang," franchisability is poor, which suggests that the show may not have a strong potential for spin-offs or further monetization through IP. This data can inform strategic decisions around selecting IP to develop into a franchise or create spin-offs.
Audience Retention: Knowing which titles to buy to keep the current audience happy is key to subscriber retention. In the case of "Linlang," we see that although audience demand has decreased slightly in Canada by 6.3%, it has spiked in late January. This data suggests that the show is still resonating with the Canadian audience, and executives might want to consider investing in acquiring or producing similar content to retain existing subscribers.
Optimal Release Strategy: Knowing the best release strategy for a TV show is crucial to its success. In the case of "Linlang," we see that its momentum, the pace of growth, is good, and that its longevity, how well audience demand is maintained over time, is also good. These metrics suggest that the show would benefit from a sustained release schedule to keep up its momentum and maintain audience demand over time.
In conclusion, audience demand data can unlock valuable insights for TV executives when making strategic decisions that affect their entire business. By examining demand trends for a show like "Linlang" in Canada and other global markets, executives can make more informed decisions about content, acquisition, distribution, and programming. Metrics like content valuation, travelability, franchisability, audience retention, and optimal release strategy can all be gleaned from demand data and used to inform decision-making at all levels of the organization.
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Our TV audience measurement dataset is truly global. Discover how popular Amazon Prime Video‘s Linlang 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 Amazon Prime Video 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 Linlang, for example, can be assessed for a market e.g. Canada, which can then be benchmarked against genre averages (e.g. ), using our globally standardized Demand Expressions® metric.
This page has been refreshed on April 22, 2024, 2:05 p.m. PST using global tv demand datasets from Parrot Analytics for Linlang in Canada. We provide our partners with smart content know-how to help them drive better and more informed content marketing strategies. Contact us today to find out more.