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.
Content executives across the entertainment industry are always looking for insights and tools to help them make better-informed content, acquisition, distribution, or programming decisions. They need reliable and accurate data that can provide them with up-to-date insights about their current content library, as well as historical and real-time information that drives the content's future success. Enter Parrot Analytics' content demand measurement tool, which harnesses the power of global audience demand data to unlock valuable insights for decision-makers.
Let's take a look at how demand data analysis can be used to make strategic decisions by using the example of the hit TV series "RuPaul's Drag Race Down Under," which premiered in May 2021 and has been well received globally. In particular, we will be applying demand data for the show's performance during March 2024 in Germany and using it to answer some of the questions raised in our earlier analysis on demand data.
Valuation of Content: One of the essential questions that industry executives ask is how much a particular program is worth. Parrot Analytics' demand-driven content valuation system can answer this question by identifying how much a specific title contributes to a platform and gives an estimated value of the program in any given region. By analyzing the demand data for "RuPaul's Drag Race Down Under," we can reveal that it achieved 3.4 times the audience demand of the average show in Germany over the last 30 days, indicating that the show is doing well in this market. The show's longevity is acceptable, and its momentum is impressive, which means the pace of its growth is regularly excellent. Its franchisability is poor, meaning that there is little potential for spin-off opportunities; however, the show's reach is acceptable and will likely attract new audiences despite its poor franchisability.
Optimizing Programming and Acquisition: To make informed programming or acquisition decisions, it is crucial to understand the audience preferences in any given region. Parrot Analytics' demand data can help in this area, revealing what genre is most in-demand in a given region and identifying popular shows to attract new subscribers to an SVOD service. Using "RuPaul's Drag Race Down Under" as an example, demand data shows that the show was in the 96.7th percentile in the reality genre in Germany, which is higher than 96.7% of all reality titles in Germany. Further, we learned that other shows that fans of "RuPaul's Drag Race Down Under" also like are "RuPaul's Drag Race All Stars: Untucked," "RuPaul's Drag Race," and "Canada's Drag Race." Knowing these shows' performance can lead to making informed programming or acquisition decisions.
Optimizing Release Strategy and Pricing: Demand data analysis can also help with determining the best release strategy for a show and its pricing. Analyzing the demand data for "RuPaul's Drag Race Down Under" indicates that the show achieved its peak rank of #668 in Germany in March 2024and moved up in rank by 1623 spots during the month. Additionally, demand for the show has increased in Germany by 49.1% in March 2024. These indicate that the show's popularity is on the rise.
Franchise Development Opportunities: To pursue franchise development opportunities, executives need to know whether or not audiences are receptive to the show and if it possesses the potential for spin-offs. Parrot Analytics' demand data can be used to identify if a show has significant franchisability potential and what it would take to develop it further. For "RuPaul's Drag Race Down Under," the show's franchisability dimension was poor, indicating little potential for spin-off opportunities. Nevertheless, the data remains useful for making informed decisions.
In conclusion, Parrot Analytics' demand data provides a wealth of insights that can be used to make informed content, acquisition, distribution, or programming decisions across the entertainment industry. Information gleaned from demand data analysis can be used to optimize programming and acquisition, develop franchise opportunities, determine the best release strategy and pricing, and to value content. The case of "RuPaul's Drag Race Down Under" in Germany in March 2024 provides a persuasive example of enormous potential value from analyzing demand data. Industry executives should embrace demand data analytics to stay ahead of the competition and make the best possible decisions.
RuPaul's Drag Race Down Under's travelability to Germany in the last 30 days is 104%, which means that the audience demand for RuPaul's Drag Race Down Under is 104% of the demand in its country of origin, Australia. Click through to another market to discover how well RuPaul's Drag Race Down Under travels internationally.
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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 stan 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 RuPaul's Drag Race Down Under, for example, can be assessed for a market e.g. Germany, which can then be benchmarked against genre averages (e.g. Competition Reality), using our globally standardized Demand Expressions® metric.
This page has been revised on April 22, 2024, 2:03 p.m. PST using global tv demand data from Parrot Analytics for RuPaul's Drag Race Down Under in Germany. We provide our partners with essential TV series insight to help them drive better and more informed content partnership strategies. Contact us today to find out more.