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, leveraging Parrot Analytics' demand data can provide valuable insights for decision-making related to content valuation, acquisition, distribution, and programming. Taking a recent example, let's consider the nonfiction series "Nightwatch Nation" in Canada for the month of February 2024. By examining its performance in Canada and globally with the following questions in mind, executives can make more informed strategic decisions:
1. Content Valuation: How can you determine how much to spend on 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. By analyzing the audience demands for "Nightwatch Nation" in Canada, and its peak demand of 4 times the average over the course of an entire year, the show's dollar value contribution can be evaluated to make informed acquisition and content valuation decisions.
2. Performance Analysis: How is my series performing as an acquisition-driving or churn-reducing title? The audience demand data can help identify "Nightwatch Nation"'s audience preferences, viewer engagement, and popularity in Canada, the United States, the United Kingdom and other international markets, along with the show's momentum, longevity, and reach.
3. Acquisition Strategy: What type(s) of content exhibit opportunity to acquire or produce? By analyzing the audience demand data for "Nightwatch Nation" in Canada and globally, executives can learn what genres are resonating most with the audience and which TV series will help them acquire or retain subscribers.
4. Programming Strategy: How can you optimize your programming strategy for your OTT platform or pay TV network? By examining the audience demand data and insights for "Nightwatch Nation" in different global markets, executives can learn which content is most popular in their local market or on a global scale. Based on this demand data, they can decide on the best release strategy, pricing, and marketing campaign to optimize their programming strategy.
5. Audience Insights: What can you learn about your current audience? The audience demand for "Nightwatch Nation" can uncover the taste clusters of the show's fans and identify other shows that fans of "Nightwatch Nation" also like. This knowledge can help executives identify the best talent, partner brands, and genres to expand their audience and retain customers.
Demand data is vital in helping executives make informed decisions related to their content acquisition, distribution, and programming strategies. By examining the performance of "Nightwatch Nation" in Canada and globally, executives can gain valuable insights that will help them drive audience engagement and revenue growth.
Nightwatch Nation's travelability to Canada in the last 30 days is 76%, which means that the audience demand for Nightwatch Nation is 76% of the demand in its country of origin, United States. Click through to another market to discover how well Nightwatch Nation travels internationally.
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Produce with confidence whilst mitigating downside risks. Contact us now to decrease production risks by combining content genome insights with demand data to increase the likelihood of a successful series: Gain deep insights into character, talent, setting, plot, theme and genre preferences, including Reality. Using audience demand data, explore markets such as Canada to discover lucrative new sales opportunities whilst evaluating the expected ROI for new series acquisitions such as Nightwatch Nation from partners like a&e.
Studios in Canada are now empowered to fuse art with science for the next global hit. Contact us to gain deep insights into target audiences’ character, talent, setting, plot, theme and genre preferences (e.g. Reality) - for both local and global content. Find the best performing concepts with demand-driven concept testing and development. Apply talent demand to gain a holistic view of future content performance, pre-development.
Are you seeking distribution for Nightwatch Nation? Lead global content negotiations with authority. Contact us now to discover if you should prioritize markets such as Canada, based on country-specific audience demand - including territories where commercial rights have not yet been granted. Apply a demand-based framework to negotiations with potential distribution partners such as a&e to maximize the deal value. Assess the strengths and weakness of the competition’s content, leading to increased commercial efficiency and ROI.
Maximize advertising revenues from new audiences in Canada. Contact us now to leverage a return-focused selection criteria for title acquisition from a&e by incorporating country-specific trend and market demand factors. Appeal to audience interests using demand-driven advertising and personalize campaigns to capitalize on pre-release demand for specific titles such as Nightwatch Nation. Access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles that have not even been released.
Acquire the best shows from partners such as a&e 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. Nightwatch Nation), 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 Reality 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 a&e 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 Reality. 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 Nightwatch Nation, 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 a&e‘s Nightwatch Nation 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 a&e 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 Nightwatch Nation, for example, can be assessed for a market e.g. Canada, which can then be benchmarked against genre averages (e.g. Medical Reality), using our globally standardized Demand Expressions® metric.
This page has been changed on April 22, 2024, 2 p.m. PST using global demand metrics from Parrot Analytics for Nightwatch Nation in Canada. We provide our partners with deep OTT know-how to help them drive better and more informed content licensing strategies. Contact us today to find out more.