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, you can use demand data to make informed content decisions, acquire content, or distribute and program your content on your platform. For instance, let us examine the case study of "Anthony Bourdain: Parts Unknown" for the month of March 2024 in Germany and how demand data can inform strategic decision making.
Content valuation is an essential aspect of content acquisition, and demand data can be used to evaluate content value. For example, using demand data, you can determine the popularity of the show out of all shows in Germany. According to the data, Anthony Bourdain: Parts Unknown had a demand that was 2.2 times more than the average show in Germany in the last 30 days. Moreover, in its genre of documentaries, it was ranked at the 96.8th percentile in March, and it outperformed 96.8% of all other documentary titles in Germany. These data points indicate that the audience sees this show as valuable compared to other titles in the same genre or market.
Demand can also be used to assess the trends of a show over time. The data reveals that in Germany, the demand for the show has decreased in March by 101.8% compared to the previous month. Additionally, the demand over the last 90 days was 2.8 times more than the average, whereas the demand over the last 30 days was 2.2 times more than the average, indicating that the show's popularity is on a decline.
Furthermore, demand data can inform which assets to acquire or produce. For example, if your platform has observed the popularity of food/travel documentaries among its users, acquiring content in this genre will attract and retain more subscribers. In the case of Anthony Bourdain: Parts Unknown, its success in global markets demonstrates the show's travelability and its potential to appeal to audiences worldwide. For instance, the demand for the show in Norway, the United Kingdom, and the Netherlands was remarkable, indicating that there is an audience in those countries who are interested in such content.
Also, demand data can help you understand the audience's engagement habits concerning a show and make data-driven marketing decisions. From this case study, the show's demand spiked in mid-March, revealing an opportunity to increase marketing spend over the same period to take full advantage of the user's interest. Additionally, this data-driven approach aids in comparing the performance of a show on a rolling basis (over a year) vs. over the last 30 days; analyzing peaks, fluctuations, and average demand identifying patterns to inform marketing and retention decisions.
Finally, Parrot Analytics has a wide range of metrics that help executives understand the global performance of a show. Critically, this data reveals how well a show exists in different territories and shows its reach in each of the Top 10 global markets that are in demand. This can aid in understanding how to approach the acquisition or programming decisions surrounding that title.
In conclusion, as a TV executive, the use of demand data for content valuation, distribution, programming, and acquisition cannot be overemphasized. Using Anthony Bourdain Parts Unknown as an example, demand data reveals the show's performance and the audience's interest in its content, highlighting opportunities to make more informed decisions about content acquisition, marketing, and programming, which will ultimately drive more engagement and revenue.
Anthony Bourdain: Parts Unknown's travelability to Germany in the last 30 days is 19%, which means that the audience demand for Anthony Bourdain: Parts Unknown is 19% of the demand in its country of origin, United States. Click through to another market to discover how well Anthony Bourdain: Parts Unknown travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular CNN‘s Anthony Bourdain: Parts Unknown 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 Germany, 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 CNN 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 Anthony Bourdain: Parts Unknown, for example, can be assessed for a market e.g. Germany, which can then be benchmarked against genre averages (e.g. Travel Documentary), using our globally standardized Demand Expressions® metric.
This page has been modified on April 22, 2024, 2 p.m. PST using global television demand analytics from Parrot Analytics for Anthony Bourdain: Parts Unknown in Germany. We provide our partners with valuable subscription-video-on-demand workflows to help them drive better and more informed content advertising strategies. Contact us today to find out more.