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, there are several key questions that you may need to ask about a show before making any significant content, acquisition, or distribution decisions. Parrot Analytics' demand data provides insights that can answer all those questions.
Using "Better Things" as an example, let's see how demand data can inform your decision-making process. Firstly, content valuation leverages Parrot Analytics demand data. To determine how much a title is worth, you can use demand data to give you an idea of the dollar value contribution of any title. For instance, you can use demand data to quantify the platform-specific marginal revenue contribution of "Better Things" and also how the title drives engagement across the rest of the catalog.
One major decision you may have to make is whether to acquire or produce a show. Demand data will serve as a guide to help you decide which type(s) of content would exhibit an opportunity to gain more engagement and profit; and in this specific instance, it is evident that "Better Things" has good demand, with a 69.4% increase in demand for the show in Germany during December.
Travelability, the measure of a show's international demand relative to its domestic market, may also inform your decision-making process. You may want to know how popular "Better Things" is in its home country, which is the United States. It has good demand there and also has decent demand in Canada, Germany, Bulgaria, Spain, Australia, Switzerland, and China.
When it comes to programming decisions, you may be focused on ensuring that the right people are seeing the show, especially if it's still ongoing. As of December 2023, "Better Things" ranked at the 95.1th percentile in the drama genre. This means that "Better Things" has higher demand than 95.1% of all drama titles in Germany.
Further to these points, longitudinal demand insights can help determine which shows are worth keeping in your library. In the case of "Better Things," its momentum, and longevity ratings suggest that it maintains a high level of audience engagement over time. With the show having completed its five seasons, Parrot Analytics data could help you determine its current value in different markets around the world, and you could use that information to build leads on who to approach with distribution deals.
In conclusion, demand data provided by Parrot Analytics can inform content, acquisition, distribution, and programming decisions. Using "Better Things" as an example, it is clear that demand data enables content valuation, quantifies the platform-specific marginal revenue contribution of shows, helps decide which types of content to acquire, helps to assess the popularity of programming in global markets, shows changes in demand over time, ranks programming, and even helps build leads on who to approach with distribution deals. All of these considerations improve the chances of having a successful program and maximizing your content investments.
Better Things's travelability to Germany in the last 30 days is 85%, which means that the audience demand for Better Things is 85% of the demand in its country of origin, United States. Click through to another market to discover how well Better Things travels internationally.
Answer one question and put our thinking to work on your challenges.
Who are you in the industry?
Capture more value from content opportunities in Germany as well as globally. Contact us now to leverage audience profiling, market-based insights, talent scoring and genre clustering to de-risk production investments. Discover new business opportunities in the Comedy genre and assess the strengths and weakness of the competition’s content e.g. FX, leading to increased commercial efficiency and ROI.
Support casting decisions with empirical market data for Germany. Contact us now to reveal hidden talent insights, through a combination of affinity and trait analysis, encompassing both global and market-based factors to determine who is truly worth an investment. Discover new business opportunities and assess the strengths and weakness of the competition’s offerings including specific titles such as Better Things.
Produce with confidence whilst mitigating downside risks. Contact us now to decrease production risks by combining content genome insights with demand data to increase the likelihood of a successful series: Gain deep insights into character, talent, setting, plot, theme and genre preferences, including Comedy. Using audience demand data, explore markets such as Germany to discover lucrative new sales opportunities whilst evaluating the expected ROI for new series acquisitions such as Better Things from partners like FX.
Studios in Germany are now empowered to fuse art with science for the next global hit. Contact us to gain deep insights into target audiences’ character, talent, setting, plot, theme and genre preferences (e.g. Comedy) - for both local and global content. Find the best performing concepts with demand-driven concept testing and development. Apply talent demand to gain a holistic view of future content performance, pre-development.
Are you seeking distribution for Better Things? Lead global content negotiations with authority. Contact us now to discover if you should prioritize markets such as Germany, based on country-specific audience demand - including territories where commercial rights have not yet been granted. Apply a demand-based framework to negotiations with potential distribution partners such as FX to maximize the deal value. Assess the strengths and weakness of the competition’s content, leading to increased commercial efficiency and ROI.
Maximize advertising revenues from new audiences in Germany. Contact us now to leverage a return-focused selection criteria for title acquisition from FX by incorporating country-specific trend and market demand factors. Appeal to audience interests using demand-driven advertising and personalize campaigns to capitalize on pre-release demand for specific titles such as Better Things. Access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles that have not even been released.
Acquire the best shows from partners such as FX to fortify your competitive position in Germany. Contact us now to access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles (e.g. Better Things), 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.
Command your Comedy genre niche with maximum net subscriber adds. Contact us now to harnesses audience demand data to gain insights for growing and keeping a subscriber base. Leverage a return-focused selection criteria for title acquisition from partners such as FX by incorporating country-specific trend and market demand factors for all markets including Germany. Appeal to the individuality of your audience base, taking into consideration the unique and limitless characteristics of taste clusters.
Deploy high impact entertainment marketing strategies across all genres including Comedy. Contact us now to deploy demand-driven marketing, the only empirical earned media measure of your marketing spend. Access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles such as Better Things, including those that have not even been released. Appeal to your target markets, including Germany, based on audience interests, enabling the personalization of campaigns to capitalize on pre-release demand.
Our TV audience measurement dataset is truly global. Discover how popular FX‘s Better Things 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 FX 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 Better Things, for example, can be assessed for a market e.g. Germany, which can then be benchmarked against genre averages (e.g. Family Comedy), using our globally standardized Demand Expressions® metric.
This page has been changed on April 22, 2024, 2:02 p.m. PST using global demand metrics from Parrot Analytics for Better Things in Germany. We provide our partners with meaningful television industry capabilities to help them drive better and more informed content distribution strategies. Contact us today to find out more.