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 entertainment executives, you are constantly looking for ways to make informed decisions on content investment and distribution. Demand data can provide invaluable insights into the performance of your content in a target market, and can help you to identify areas for growth, and strategically invest resources.
Let us consider the example of "Full Circle," an investigation into a botched kidnapping uncovering secrets connecting multiple characters and cultures in present-day New York City, in March 2024 in Spain. By analyzing the show's demand data, you can gain a better understanding of the performance of this TV series in the country's market, and, consequently, use that information to make informed content decisions.
One way in which demand data can help you make these informed content decisions is through content valuation. Demand data is used to answer a variety of questions when it comes to content valuation, including how much a show is worth and how much of its value is being driven by demand for one of its stars. Demand data from Parrot Analytics is used to reveal the dollar value contribution of any title, to any platform, in any region. This economic valuation system uses global content demand and supply to calculate a show's value for a specific platform in a specific region.
For instance, using demand data, you can calculate the ROI of "Full Circle" and assess its ability to drive subscriptions and mitigate churn. Based on the data stated above, "Full Circle" had 2.6 times the audience demand of the average show in Spain over the last 30 days, indicating that this show has a higher than average demand and is potentially valuable for a streaming platform. However, the recent decreasing demand trend may signal an issue that needs to be addressed. By leveraging the detailed insights provided by Parrot Analytics' demand data, you can identify the areas of concern, develop strategies and maximize the value of the show for your platform.
Demand data also enables you to map local whitespace, and understand what the most popular genres and titles are in a particular market. In the case of "Full Circle," other shows that are popular with its fans in Spain include "SEAL Team," "Prison Break," and "The Resident." As such, an informed distributor might look into acquiring additional content within these genres to retain or grow the viewership of their platform.
Furthermore, by examining the show's performance globally, you can quantify its travelability, which measures how well the show is performing internationally relative to its home market. The demand for "Full Circle" in Spain was 37% of the demand in its country of origin, the United States, indicating that it may have more potential in the US market. This kind of insight can inform acquisition and distribution decisions and help you to allocate resources towards content that will deliver optimal returns.
Finally, "Full Circle's" momentum is outstanding, indicating good growth potential in the short term. However, its longevity is only okay, implying a need for continuous optimization to maintain long-term demand. By considering data such as these, TV executives can better understand the current marketing strategy and determine whether the approach is optimal or needs updating.
By leveraging demand data in this way, entertainment executives can make more informed decisions on content investment, acquisition, and distribution. The additional context provided at the end of the example underscores the importance of using granular and real-time analytics to better understand a given show or IP's potential in different markets and over time. Together, these insights enable executives to stay ahead of the competition, optimize revenue flows, and identify and capitalize on new opportunities.
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Our TV audience measurement dataset is truly global. Discover how popular Max‘s Full Circle 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 Spain, 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 Max 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 Full Circle, for example, can be assessed for a market e.g. Spain, which can then be benchmarked against genre averages (e.g. Thriller), using our globally standardized Demand Expressions® metric.
This page has been amended on April 22, 2024, 2:01 p.m. PST using global demand analytics from Parrot Analytics for Full Circle in Spain. We provide our partners with far-reaching TV series capabilities to help them drive better and more informed content marketing strategies. Contact us today to find out more.