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 seeking a data-based approach to inform your content decisions or acquisition decisions? Parrot Analytics is the solution provider that can help you. In this article, we will use the example of "Yellowstone" to illustrate how demand data can inform decision-making in content valuation, programming and distribution decisions.
One of the primary use cases of demand data is content valuation. With Parrot Analytics' valuation system, you can assess the dollar-value contribution of any title to any platform in any region. Suppose you are thinking of acquiring the TV series "Yellowstone" in Canada. In that case, you can employ demand data to determine its worth and its value contribution to your SVOD platform.
"Yellowstone" is an intense drama series that follows the Dutton family, who controls the largest contiguous ranch in the United States. Whilst the show aired in the United States, fans in other countries, particularly Canada, showed robust demand for it. Compared to the average show in the last 30 days in Canada, "Yellowstone" has 18.6 times more audience demand, with a global demand across all platforms also deemed exceptional. Additionally, its travelability is exceptional, indicating the potential of the show's international demand relative to its home market in the United States.
Suppose you are an executive at an OTT platform, and you are looking to expand the platform's catalog rights to include "Yellowstone." In that case, the show's exceptional longevity value can inform that decision. This value measures how well audience demand is sustained over time, implying that the series will retain audience interest for the long haul. Additionally, the momentum value of the show shows promise as it measures the pace of growth in audience demand over time.
In terms of programming decisions, demand data can help inform you which shows to purchase, how to monetize a title, and even how much to spend on content. By analyzing the top 10 global markets where "Yellowstone" has the highest demand, we can ascertain that the show is performing outstandingly everywhere. As well, "Yellowstone" has outstanding franchisability, which means it has a potential for spinoffs, and outstanding reach, which is the number of people expressing interest in a show. Knowing these values can inform your programming decisions and better optimize which titles to acquire or produce.
Demand data also helps enlighten distribution decisions. Should you license the series? Should you broadcast it on your network? With "Yellowstone" specifically, data shows that Canada is the fourth-highest ranking market for this show, indicating that the show's demand is also high in this country. As such, should you be looking to distribute the show to Canada, this data assures you of the compatibility of the show's audience demand with the Canadian market.
In conclusion, "Yellowstone" is a valuable example of how demand data can help entertainment executives make informed decisions about programming, content acquisition, and distribution. Suppose you are an executive at any of the companies mentioned earlier. In that case, the example of "Yellowstone" highlights how demand data can enhance your organization's performance and ensure optimal results in content valuation.
Yellowstone's travelability to Canada in the last 30 days is 59%, which means that the audience demand for Yellowstone is 59% of the demand in its country of origin, United States. Click through to another market to discover how well Yellowstone travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Paramount Network‘s Yellowstone 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 Paramount Network 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 Yellowstone, for example, can be assessed for a market e.g. Canada, which can then be benchmarked against genre averages (e.g. Western Drama), using our globally standardized Demand Expressions® metric.
This page has been amended on April 18, 2024, 2:03 p.m. PST using global demand metrics from Parrot Analytics for Yellowstone in Canada. We provide our partners with smart television series expertise to help them drive better and more informed content sales strategies. Contact us today to find out more.