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 in today's highly competitive market, one needs to be aware of the audience demand for every show that they produce, distribute, or stream. Parrot Analytics' system is an economic valuation system that is powered by global content demand and supply. With a focus on the show "Hanna" in Germany during March 2024, we can see how Parrot Analytics' demand data can be used for decision making.
Content Valuation: You can use demand data to value content and determine how much to spend on it. Parrot Analytics content valuation system uses global content demand data to help answer questions such as; how much is my show worth, and what is the baseline value of a title? You can determine the ROI a specific title will bring and assess its ability to drive subscriptions and mitigate churn.
Performance Analysis: By examining recent and historical demand over the past 30 days and the last year, you can gain insights into how shows are performing. For example, for Hanna in Germany, demand has been increasing recently. Understanding demand data from such analyses can help you to make strategic decisions around programming, acquisition, content distribution, and financing.
Market Analysis: Comparing the show's performance across countries and regions can help identify the main markets for content acquisition and distribution. For example, the demand for "Hanna" in China is the highest globally, which implies that content executives may consider investing in its distribution and promotion in this market.
Franchisability: Using demand data, you can gain insights into the possible spin-offs or franchise potential of a show. According to the Parrot Pulse, "Hanna" has a good franchisability score.
Marketing and Release Strategy: By understanding demand trends, TV executives can glean insights for better marketing and release strategies. For example, demand for "Hanna" spiked in late March, and using these insights, a campaign could be planned to coincide with the spike.
Travelability: Travelability is a measure of international demand relative to the show's home market. Travelability scores help TV executives to determine the potential value of a show in international markets. For Hanna, travelability was classified as 'okay.'
In conclusion, by leveraging Parrot Analytics demand data, TV executives can better analyze content performance, market potential, and make more informed decisions around programming, acquisition, content distribution, and financing. As a case in point using the example of "Hanna" in Germany, we see that demand data can provide key insights that TV executives need to navigate an increasingly competitive and challenging industry, allowing them to remain relevant and competitive in the content landscape.
Hanna's travelability to Germany in the last 30 days is 35%, which means that the audience demand for Hanna is 35% of the demand in its country of origin, United States. Click through to another market to discover how well Hanna travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Amazon Prime Video‘s Hanna 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 Amazon Prime Video 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 Hanna, for example, can be assessed for a market e.g. Germany, which can then be benchmarked against genre averages (e.g. Spy Action), using our globally standardized Demand Expressions® metric.
This page has been adjusted on April 22, 2024, 2:03 p.m. PST using global television demand data from Parrot Analytics for Hanna in Germany. We provide our partners with far-reaching TV industry insight to help them drive better and more informed content sales strategies. Contact us today to find out more.