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, understanding audience demands is crucial to making informed content, acquisition, distribution, and programming decisions. One of the ways to get this information is through demand data analytics provided by companies such as Parrot Analytics. The performance of "The Diplomat" in March 2024 in Canada provides a good example of how you can use demand data analytics to gain insights and make informed decisions about your content.
One of the key benefits of demand data analytics is content valuation. Demand data can help you determine how much a series is worth and whether it is a valuable asset for your streaming platform. To estimate its potential value, Parrot Analytics' Content Valuation system examines global content demands to establish the dollar value contribution of any title in a specific region or market. Demand data can also reveal the total value of a content library, how much of its value is being driven by demand for specific stars or genre, as well as its ability to reduce churn or generate acquisition.
"The Diplomat" commands 3.5 times the average show's demand in Canada over the last 30 days and performs better than 95.4% of all drama titles in Canada. Additionally, the show's demand has been rising recently. From the demand data provided, it's evident that "The Diplomat" has been gaining popularity in Canada.
It's also valuable to examine audience sentiment towards a show. Parrot Analytics provides an independent measure of global performance across six dimensions using the Parrot Pulse to help you make informed decisions about your content. According to the Parrot Pulse, "The Diplomat" enjoys good audience demand and travelability (i.e. international demand relative to its home market). The show's longevity and momentum metrics are okay too.
Demand data can also help you optimize your release strategy and pricing. In the case of "The Diplomat," we see a spike in demand towards the end of March 2024. This shows that a well-timed and effective marketing campaign can drive more audience engagement and demand. Additionally, comparing the show's performance over the last 30 days to the previous year, we see steady growth in demand. This information can guide decisions concerning when to release a show, how much to invest in marketing, and what pricing strategy to use.
Demand data is not just useful for evaluating existing content but also for identifying gaps in the market that can be filled with new or acquired shows. If you are wondering what type of content to produce or acquire, examining demand data can help identify the most in-demand genres, storylines, or even the best talent or brands for partnership opportunities.
Lastly, demand data can help identify new regions and markets to enter or expand into, as well as predict audience expectations and behavior. For example, The United Kingdom is the number one market globally for "The Diplomat." Still, Canada, Australia, and Kenya also show good audience demand. You can examine the demand in a region or market to assess the potential for expansion and determine if your content is appealing to the audience in that region.
In summary, demand data analytics can help entertainment executives gain essential insights into audience sentiment, evaluate content, identify untapped market opportunities, and predict audience trends. By leveraging the insights gained from such analytics, you can make informed decisions about your content, acquisition, distribution, and programming strategies to help maximize audience engagement, reduce churn, and generate higher revenues.
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Our TV audience measurement dataset is truly global. Discover how popular Alibi‘s The Diplomat 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 Alibi 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 The Diplomat, for example, can be assessed for a market e.g. Canada, which can then be benchmarked against genre averages (e.g. Thriller), using our globally standardized Demand Expressions® metric.
This page has been amended on April 22, 2024, 2 p.m. PST using tv demand data from Parrot Analytics for The Diplomat in Canada. We provide our partners with valuable television competencies to help them drive better and more informed content advertising strategies. Contact us today to find out more.