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 an entertainment executive, you must understand that audience demand is a crucial factor in making informed content decisions. Specifically, the use of demand data can aid in content valuation, acquisition decisions, distribution decisions, and programming decisions. Let's use the example of "Mickey Mouse" in Spain to demonstrate how demand data insights can provide you with a more comprehensive understanding of your content.
Firstly, to get a baseline understanding of a show's popularity, we use the overall audience demand. "Mickey Mouse" shows 4.8 times the audience demand of the average show in Spain over the last 30 days. This is a good indicator of audience engagement. By analyzing the change in demand over time, you can also track the growth and popularity of your content. For instance, "Mickey Mouse" has seen an increase in demand in the past 30 days compared to its demand over the previous 90 days.
Knowing a show's ranking by demand can give a clear indication of its relative popularity. In the case of "Mickey Mouse", it achieved the peak rank of #276 in Spain, which is an important metric to track to determine how a title is performing.
Demographic indicators are equally important and can help identify specific target audiences. With "Mickey Mouse," we can see that the show ranks in the 98.6th percentile in the family genre. This means it has higher demand than 98.6% of all family titles in Spain. Moreover, we can also observe through affinity analysis, which other titles the fans of the show are enjoying. This information can be vital and help make more informed programming decisions.
Another important analysis is travelability, which measures a show's international demand relative to its home market. As the example of "Mickey Mouse" in Spain shows, it has demand of 27% of the demand in its country of origin, the United States, indicating moderate international travelability.
Additionally, demand data can also illuminate a show's potential and opportunities for franchisability, spin-offs, or reach and longevity (the ability to maintain audience interest over time). The Parrot Pulse is a comprehensive system that quantifies a show's performance across six dimensions, providing detailed insights into a title's wider potential.
Moreover, demand data also helps to guide your content acquisition strategy. By examining the top 10 global markets where "Mickey Mouse" is most in-demand over the last 30 days, we find that this TV series outperforms the demand of the average TV show (1x) in each of these markets. Knowing the top markets can help with programming decisions surrounding licensing and localization opportunities.
To conclude, leveraging demand data insights provides a comprehensive view of your content's true value, opens new pathways to offer new content that can resonate with your target audience, and assists in streamlining programming decisions, making content investment decisions and can support in retaining subscribers. Utilizing Demand data enables more precise and informed decision-making, minimizing risks and maximizing investments.
Mickey Mouse's travelability to Spain in the last 30 days is 8%, which means that the audience demand for Mickey Mouse is 8% of the demand in its country of origin, United States. Click through to another market to discover how well Mickey Mouse travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Disney Channel‘s Mickey Mouse 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 Disney Channel 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 Mickey Mouse, for example, can be assessed for a market e.g. Spain, which can then be benchmarked against genre averages (e.g. Cartoon), using our globally standardized Demand Expressions® metric.
This page has been modified on April 22, 2024, 2:03 p.m. PST using demand metrics from Parrot Analytics for Mickey Mouse in Spain. We provide our partners with comprehensive OTT know-how to help them drive better and more informed content marketing strategies. Contact us today to find out more.