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 Parrot Analytics demand data can help you make more informed content or investment decisions. The case study of "The Young And The Restless" in Canada in March 2024 can shed some light on how demand data could have yielded valuable insights, leading to better decisions.
The first use of demand data is content valuation. Parrot Analytics' content valuation system uses demand data to reveal the dollar value contribution of any title to a platform, in any region. Through the analysis of demand data for "The Young And The Restless" in Canada, we see that it had 14.1 times the audience demand of the average show in Canada over the last 30 days. This outstanding demand indicates this series could be worth more compared to others in the same category. Furthermore, its demand increasing trend over recent 30 days indicates it's a winning investment.
Secondly, demand data enables TV executives to quantify platform-specific marginal revenue contributions or the value of a title to drive engagement across the catalog. Executives can also estimate cannibalization of audiences if a title is available on multiple services. By examining the top 10 global markets where "The Young And The Restless" aired in the last 30 days, we find that demand is good or above the average show in each of these markets. This insight can help executives leverage global demand for this title to drive viewer engagement across different platforms.
Thirdly, demand data uncovers under-monetized content and informs optimal release strategies, pricing, and pre-release marketing. Demand for "The Young And The Restless" was steady in most countries, but there was a late March spike in demand in Canada. Considering this information, executives can plan to set pricing at optimal levels, release content to maximize demand and return on investment, and plan targeted marketing campaigns to capitalize on audience demand spikes.
Fourthly, demand data powers competitive benchmarking and informs subscriber acquisition and retention. Other shows that fans of "The Young And The Restless" also like are a valuable indicator of the type of content their niche audience is seeking. This information could lead executives to acquire or create similar content to retain their current audience and attract new subscribers, ultimately driving up the platform's revenues.
Lastly, demand data helps executives identify scalable concept testing opportunities and measure effectiveness of marketing campaigns, leading to informed investment decisions. By examining if the target audience share an affinity for similar content, executives can find new investment-worthy opportunities. Furthermore, measuring the effectiveness of a marketing campaign or the pace of growth for a show can help executives fine-tune investments accordingly.
In conclusion, demand data provides insightful quantitative metrics to help TV executives to inform acquisition or distribution decisions, programming decisions, and content-related decisions. The insights from Parrot Analytics demand data analysis can be leveraged to measure the impact of content, increase revenues, retain and acquire subscribers, and ultimately make informed investment decisions.
The Young And The Restless's travelability to Canada in the last 30 days is 93%, which means that the audience demand for The Young And The Restless is 93% of the demand in its country of origin, United States. Click through to another market to discover how well The Young And The Restless travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular CBS‘s The Young And The Restless 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 The Young And The Restless, for example, can be assessed for a market e.g. Canada, which can then be benchmarked against genre averages (e.g. Soap Opera), using our globally standardized Demand Expressions® metric.
This page has been modified on April 18, 2024, 2:01 p.m. PST using television demand metrics from Parrot Analytics for The Young And The Restless in Canada. We provide our partners with smart television series workflows to help them drive better and more informed content investment strategies. Contact us today to find out more.