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, the critical decision is to choose the right content, and demand data can be used to make more informed decisions. Using the example of "Supernatural" in October 2023 in Canada, this article will explain how demand data can benefit executives in their content, acquisition, distribution, and programming decisions.
Content Valuation: To determine the value of content, executives can use Parrot Analytics' content valuation system. For instance, we can use demand data to answer fundamental questions such as how much a series is worth to a platform and what its baseline value is. According to demand data analysis, "Supernatural" had a demand of 24.2 times the average show in Canada over the last 30 days, indicating how much the show commands in terms of value.
Programming Decisions: For programming decisions, executives can use demand data to assess a TV series' ability to drive subscriptions and mitigate churn. Furthermore, demand data can also help identify optimal release strategies and pricing. For example, we can use demand data to determine when the peak demand for a particular TV series happens. Demands for "Supernatural" spiked in late October 2023 in Canada, indicating when the optimal time to release content is.
Acquisition Decisions: For acquisitions, demand data can be used to assess the value of exclusivity. With "Supernatural," we can see that the audience demand across all platforms is exceptional worldwide. This indicates that the exclusivity of the show could be valuable to a streaming platform. Additionally, comparing the performance of "Supernatural" on a rolling year basis versus the last 30 days shows that the show's demand extended beyond the home market, indicating excellent travelability.
Distribution Decisions: For distribution decisions, executives can use demand data to decide which regions to target for the distribution of content. For example, in the case of Supernatural, the show outperforms the demand for an average TV show in all of the top ten global markets where it is in demand. This information can help executives choose which regions to prioritize and how to allocate resources to those regions.
Marketing Strategy: Demand data can also help executives with pre-release marketing. With "Supernatural," we can see that audience demand increased by 5.6% during October in Canada. This information can help executives determine the right time to launch a marketing campaign and predict the success of such a campaign.
In conclusion, demand data can help TV executives answer valuable questions to make more informed decisions about their content, acquisition, distribution and programming. Everything begins with content valuation, where Parrot Analytics' content valuation system estimates the dollar value contribution of any title. From there, executives can use demand data to improve their programming decisions, acquisition decisions, distribution decisions, and marketing strategies. Finally, demand data can help executives get the most out of their content by providing insights to maximize franchise potential, maintain longevity, and gain new audiences.
This is Supernatural'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 Supernatural travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular The CW‘s Supernatural 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 The CW 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 Supernatural, for example, can be assessed for a market e.g. Canada, which can then be benchmarked against genre averages (e.g. Fantasy Drama), using our globally standardized Demand Expressions® metric.
This page has been modified on Nov. 28, 2023, 1 p.m. PST using global demand metrics from Parrot Analytics for Supernatural in Canada. We provide our partners with far-reaching subscription-video-on-demand expertise to help them drive better and more informed content sales strategies. Contact us today to find out more.