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, there are many ways to leverage demand data to make informed content, acquisition, distribution, and programming decisions. Here, we will use the example of "Man With A Plan" in Canada for the month of January 2024 to illustrate some of the ways that demand data can be used to support decision-making processes.
Content Valuation:
If a TV executive is considering "Man With A Plan" for their platform, they can use demand data to determine its value. Parrot Analytics' content valuation system is based on demand data, and can reveal the dollar value contribution of any title to any platform in any region. By quantifying the platform-specific marginal revenue contribution and assessing a TV series' ability to drive subscriptions and mitigate churn, executives can calculate the ROI a specific title will bring for any given platform.
Demand and Acquisition:
For acquisition decisions, executives can use demand data to determine what type(s) of content exhibits opportunity to acquire or produce. They can also use demand data to uncover under-monetized titles and find new opportunity markets for content distribution.
Programming and Distribution:
With the insight that "Man With A Plan" has higher demand than 94.2% of all family titles in Canada for January, TV executives may consider making scheduling and distribution decisions to maximize the impact of this show. Additionally, executives may use demand data to determine what type of content resonates most with their current audience and focus on attracting new subscribers to their SVOD service. Demand data can also help TV executives with subscriber retention, such as deciding which titles to buy to keep current audiences happy.
Global Expansion:
Using the example of the Netherlands as the number one market for "Man With A Plan", TV executives can determine what content to produce or acquire to support global SVOD expansion. By examining the top 10 global markets where "Man With A Plan" is most in-demand over the last 30 days, executives can allocate funds to the markets that have the most potential for success.
Optimal Release Strategies and Pricing:
TV executives can use demand data to create an optimal release strategy and pricing for their content. The example of "Man With A Plan" illustrates how demand spiked in early January 2024 for Canada. By analyzing the specific spike patterns of a show, executives can create a more targeted approach to releasing content and determine the right price points to maximize demand.
In conclusion, the use of demand data is crucial for making informed content, acquisition, distribution, and programming decisions. Through Parrot Analytics' content valuation system, executives can leverage demand data to determine the value of their content. With the insight provided by demand data, TV executives can make more informed decisions that are optimized for success.
Man With A Plan's travelability to Canada in the last 30 days is 28%, which means that the audience demand for Man With A Plan is 28% of the demand in its country of origin, United States. Click through to another market to discover how well Man With A Plan travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular CBS‘s Man With A Plan 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 CBS 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 Man With A Plan, 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 regenerated on April 22, 2024, 2 p.m. PST using demand content analytics from Parrot Analytics for Man With A Plan in Canada. We provide our partners with meaningful OTT know-how to help them drive better and more informed content acquisition strategies. Contact us today to find out more.