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, you may wonder how audience demand data can improve content decisions, distribution decisions, and acquisition decisions. The performance and audience demand data of "Unplugged" in Canada in March 2024 can provide insight into how demand data can power content valuation and strategic decision-making.
Content Valuation: The demand data of "Unplugged" can help with content valuation, which means providing answers to questions such as how much a show is worth. To evaluate the worth of a content asset, it's crucial to analyze its impact using data-driven insights. With 5.0 times the audience demand of the average show in Canada over the last 30 days, "Unplugged" has good demand. Additionally, its audience demand is higher than 98.6% of all documentary titles in Canada, and the show moved up in its rank by 843 spots during March in Canada. By examining the top 10 global markets in which "unplugged" is most in-demand, we find this TV series outperforms the demand of the average TV show (1x) in each market. The show achieved outstanding audience demand of 8.4x in the United States; the second highest performing market for the show was Mexico where demand is outstanding. These figures further support the show's reliable and outstanding value.
Programming decisions: Smart programming decisions require the ability to analyze which types of content are most popular and what type of content productions exhibit opportunity for acquisition or production. The popularity of "Unplugged," coupled with its outstanding demand rank in Canada, is a good indicator that there is an appetite for music-themed content.
Distribution decisions: Demand data powered by Parrot Analytics can help identify how well a title is performing in regions and find potential new opportunity markets for content distribution. The demand for "Unplugged" in Canada was 29% of the demand in its country of origin, the United States, which means it may have untapped potential in other countries. Thus, distribution decisions might take the show's travelability into account to expand its reach into new markets.
Subscriber Acquisition and Retention: Demand data is paramount in subscriber acquisition and retention decisions. A content provider with a subscription service such as an OTT platform or an SVOD platform needs to be mindful of titles that would attract and retain subscribers. Through Parrot Analytics demand data, companies can ensure they choose promising titles that appeal to current enthusiasts while still attracting a broader audience. For "Unplugged," its recent surge in demand (+64.1%) in Canada means that loyal viewers remain engaged with the show.
Marketing and Release Strategy: Prior to the launch of a show, strategic marketing, and pricing decisions can be made after analyzing demand trends. As "Unplugged" has obtained exceptional results in terms of associated metrics across multiple dimensions, its marketing strategy could benefit from targeting audiences in the United States and Mexico, where demand is high.
Optimal Release Strategy: In addition to international viewing data, demand data can aid in finding cycles of growing and decreasing activity. In terms of average demand for "Unplugged," although its peak demand was 11.6 times the average over the course of the entire year, it peaked at 6.6 times the average in the last 30 days. Given this decline in average demand, Parrot Analytics's insights could be employed to investigate the show's cycles of excitement and lull and the optimal time to release a new season or promotional materials.
In conclusion, monitoring audience demand metrics through data analytics provides insights that can be used in content valuation, distribution and programming strategies, acquisition plans, and release timelines, among other critical decision-making processes. Analyzing the demand data of "Unplugged" in Canada in March 2024 through Parrot Analytics highlights the show's strengths and weaknesses, plus provides an excellent example of how audience demand data can be utilized to help entertainment executives make more informed content, acquisition, distribution, and programming decisions.
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Our TV audience measurement dataset is truly global. Discover how popular MTV‘s Unplugged is in any of the following selected markets. Need data for other markets? Find out more about DEMAND360LITE.
Over the last 7 days, people who watch Unplugged also watch:
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 MTV 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 Unplugged, for example, can be assessed for a market e.g. Canada, which can then be benchmarked against genre averages (e.g. Music Variety), using our globally standardized Demand Expressions® metric.
This page has been enhanced on May 9, 2024, 11:44 p.m. PST using global demand metrics from Parrot Analytics for Unplugged in Canada. We provide our partners with deep content competencies to help them drive better and more informed content distribution strategies. Contact us today to find out more.
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