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.
Using demand data from Parrot Analytics' content valuation system, entertainment executives can make informed content, acquisition, distribution, and programming decisions. Let's use the example of "Documentary Now!" in Germany in March 2024 to understand how demand data can help with content valuation and strategic decision making.
Content Valuation:
Executives can use demand data to determine the worth of a TV series like "Documentary Now!" in the German market. The demand in Germany for "Documentary Now!" which is five times the average show, shows that the series has good demand. If an OTT platform wants to acquire this content, they can use this data to determine its value and assess its ability to drive subscriptions and mitigate churn.
Programming and Acquisition Decisions:
Demand data allows executives to make programming and acquisition decisions based on the success of shows like "Documentary Now!" in different markets. Being ranked in the 97.1st percentile means that "Documentary Now!" has higher demand than 97.1% of all comedy titles in Germany. Executives can use this data to decide whether they should acquire or create similar content, to attract and retain a similar audience.
Distribution Decisions:
One of the other important aspects of a TV series is its travelability, which measures a show's international demand relative to its home market. The travelability of "Documentary Now!" is okay, indicating that the show might not have as strong international demand as some other shows. The executives can use demand data to decide which markets to target for distribution to achieve the best value for the content.
Marketing Decisions:
Demand data can reveal insights into audience behavior and engagement. By examining the top 10 global markets where "Documentary Now!" is most in-demand over the last 30 days, Executives can see opportunities for marketing the show in these locations for optimal results.
Decision-making questions that demand data can answer for executives consist of how popular the show is relative to the average show, which markets are producing the most demand, how much demand for the show has increased or decreased in a given period, which other shows are most liked by audiences with overlapping tastes, and what is the audience size expressing demand for this show.
In summary, demand data from Parrot Analytics' content valuation system can be used to help entertainment executives make informed content, acquisition, distribution, and programming decisions. In the example of "Documentary Now!" in Germany in March 2024, demand data can help executives assess the value of content, understand their audience behavior, and develop effective marketing and distribution strategies.
Documentary Now!'s travelability to Germany in the last 30 days is 72%, which means that the audience demand for Documentary Now! is 72% of the demand in its country of origin, United States. Click through to another market to discover how well Documentary Now! travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular IFC‘s Documentary Now! 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 IFC 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 Documentary Now!, for example, can be assessed for a market e.g. Germany, which can then be benchmarked against genre averages (e.g. Mockumentary), using our globally standardized Demand Expressions® metric.
This page has been renewed on April 22, 2024, 2:03 p.m. PST using global tv demand content analytics from Parrot Analytics for Documentary Now! in Germany. We provide our partners with valuable television analyses to help them drive better and more informed content acquisition strategies. Contact us today to find out more.