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.
Are you an entertainment executive looking for data-driven insights to guide decision-making related to content acquisition and distribution? Look no further than demand data provided by Parrot Analytics! The example of "Top Gear," a long-running motor show known for testing the limits of cars' capabilities, in March 2024 in Canada shows how valuable demand data can be.
First, consider how demand can inform content valuation. Parrot Analytics' content valuation system is specifically based on demand data. Using demand data, executives can determine how much to spend on content and even quantify the platform-specific marginal revenue contribution. For "Top Gear," demand data can answer questions about the show's worth, its ability to drive subscriptions and mitigate churn or cannibalization concerns, and how it compares to other titles on the market.
Demand data also helps with decisions related to supply and demand. In the case of "Top Gear," executives might wonder whether to acquire or produce more content in the motor show genre. Demand data can offer insight not only into this question but also into local whitespaces (such as popular genres in the Canadian market) and a show's spin-off potential.
Additionally, understanding demand helps with both subscriber retention and acquisition. By determining which titles are most popular among current subscribers, executives can make informed decisions about what shows to keep and what shows to acquire. The same goes for attracting new subscribers; using demand data, executives can identify what shows are most likely to appeal to potential new customers.
Demand data can also inform decisions related to programming and distribution. Understanding how popular a show is in different markets can guide decisions about where to distribute it, while affinity analysis can help executives understand what talent or brands might help expand their audience. Optimal release strategies and pricing can also be informed by demand data.
Overall, the example of "Top Gear" demonstrates the ways in which demand data can be used to gain a competitive edge in the entertainment industry. By leveraging insights from Parrot Analytics' content valuation system, executives can make more informed decisions about what content to acquire, how to price and release it, and where to distribute it for maximum impact.
Top Gear's travelability to Canada in the last 30 days is 46%, which means that the audience demand for Top Gear is 46% of the demand in its country of origin, United Kingdom. Click through to another market to discover how well Top Gear travels internationally.
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Acquire the best shows from partners such as BBC Two 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. Top Gear), 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.
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Our TV audience measurement dataset is truly global. Discover how popular BBC Two‘s Top Gear 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 BBC Two 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 Top Gear, for example, can be assessed for a market e.g. Canada, which can then be benchmarked against genre averages (e.g. Motoring Sports), using our globally standardized Demand Expressions® metric.
This page has been modified on April 17, 2024, 2 p.m. PST using global tv demand data from Parrot Analytics for Top Gear in Canada. We provide our partners with extensive subscription-video-on-demand competencies to help them drive better and more informed content distribution strategies. Contact us today to find out more.