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.
In the dynamic and complex world of entertainment, making informed content decisions is paramount to the success of any platform, SVOD service, production company, studio or media agency. This is where the use of demand data comes into play, and it can be a vital tool in delivering the right content to the right audience. The recent performance of "Odd Taxi" in the Spanish market in February 2024 provides a clear example of how demand data can be leveraged to help entertainment executives make more informed decisions.
Demand data can be used to understand a show's value in the current market, like with "Odd Taxi" where audience demand in Spain was 3.6 times the average show in the country over the last 30 days. By providing information on performance over time, executives can use the data to determine how much to spend on content as well as calculate the ROI a specific title will bring for any given platform. It can also be used to estimate cannibalization of audiences if a title is available on multiple services and assess the value of exclusivity. For example, demand for this show has been increasing recently, and it achieved the peak rank of #397 in Spain.
Analyzing the global demand for the show can help in evaluating how the content will perform internationally, as the popularity of the show has been established in different markets like the Netherlands, United States, France, Brazil, and Taiwan. This information can be useful when deciding on what type of content to acquire and distribute. Specifically, its travelability is good, meaning it has the potential to perform well in different international markets.
The takeaways from analysis of fan affinity is particularly important for deciding which talent to include in future TV projects. In the case of "Odd Taxi," we can see that fans of the show also enjoy "Ya Boi Kongming!," "Birdie Wing: Golf Girls' Story," and "Blade Runner: Black Lotus."
Demand data is also useful in determining audience engagement. For content creators, understanding how fans engage with shows is critical in developing effective marketing strategies, retention, and acquisition. It can help answer essential questions like, which titles will help to keep current audience happy, and which television shows will help to grow the audience? For "Odd Taxi," the longevity of the show is good, meaning that audience demand is maintained over time, and its momentum, the pace of growth, is likewise exceptional.
Additionally, executives can use demand data for competitive benchmarking, allowing them to compare how well their content is performing against others in the same market or space. This analysis can further uncover ways in which under-monetized titles might be enhanced, thus increasing engagement and building a sustained audience.
In conclusion, demand data provides critical market insights, enabling entertainment executives to make informed decisions on what content to create, distribute and acquire. The recent analysis of "Odd Taxi" in Spain highlights how this data can be vital in determining the value of a particular title, assessing global demand and identifying trends in audience engagement, which in turn can help maximize revenue and profitability.
Odd Taxi (オッドタクシー)'s travelability to Spain in the last 30 days is 29%, which means that the audience demand for Odd Taxi (オッドタクシー) is 29% of the demand in its country of origin, Japan. Click through to another market to discover how well Odd Taxi (オッドタクシー) 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 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 TV Tokyo 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 Odd Taxi (オッドタクシー), for example, can be assessed for a market e.g. Spain, which can then be benchmarked against genre averages (e.g. Japanese Animation), using our globally standardized Demand Expressions® metric.
This page has been updated on March 28, 2024, 8:43 p.m. PST using tv demand analytics from Parrot Analytics for Odd Taxi (オッドタクシー) in Spain. We provide our partners with valuable entertainment industry capabilities to help them drive better and more informed content sales strategies. Contact us today to find out more.