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, it is important to understand how to use demand data to make more informed content, acquisition, distribution, and programming decisions. Taking the example of "Pretty Little Liars," we can see how demand data can be used to evaluate the success and popularity of a TV series.
Firstly, demand data can be used to value content. By using Parrot Analytics' content valuation system based on demand data, TV executives can understand the dollar value contribution of any title, to any platform, and in any region. An analysis of "Pretty Little Liars" in March 2024 in Spain reveals that the show has 10.0 times the audience demand of the average show in Spain over the last 30 days, highlighting its exceptional demand. This helps TV executives to evaluate the value of a title and its demand trends over time.
Moreover, demand data can also be used to make more informed acquisition decisions. By examining the top 10 global markets where "Pretty Little Liars" is most in-demand over the last 30 days, TV executives can better understand the show's worldwide performance and compare it to other titles on the market. For example, the show's outstanding performance in the United States, Germany, Spain, Brazil, and France compared to a good performance in Russia, Canada, Romania, and Netherlands helps to identify trends of global audience preferences and demand.
Demand data also helps in better programming decisions. By analyzing the show's rank in Spain, TV executives can track its popularity and identify any trends. In this case, "Pretty Little Liars" moved up 28 spots during March in Spain, indicating an upward trend in audience demand. Furthermore, this data can be used to optimize the show's marketing campaign ahead of its premiere or release on a particular platform.
Additionally, "Pretty Little Liars" was found to be performing very well in the romance genre, indicating its appeal to a particular audience. This data may inform programming decisions to create or acquire similar content to attract and retain subscribers who enjoy the romance genre.
Lastly, demand data can inform better distribution decisions. The travelability metric measures a show's international demand relative to its home market. It was found that "Pretty Little Liars" had a travelability score of good, meaning its international demand was still impressive. This kind of information may be useful to help decide which platforms or networks to target for distribution in a specific market.
In conclusion, demand data provides insights into how popular a title or genre is with audiences and enables TV executives to make data-driven decisions about programming, acquisitions, distributions or content development. An understanding of demand trends helps in creating a positive return on investment and increasing audience engagement with the content.
Pretty Little Liars's travelability to Spain in the last 30 days is 67%, which means that the audience demand for Pretty Little Liars is 67% of the demand in its country of origin, United States. Click through to another market to discover how well Pretty Little Liars 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 ABC Family 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 Pretty Little Liars, for example, can be assessed for a market e.g. Spain, which can then be benchmarked against genre averages (e.g. Teen Drama), using our globally standardized Demand Expressions® metric.
This page has been amended on April 18, 2024, 2 p.m. PST using tv demand content analytics from Parrot Analytics for Pretty Little Liars in Spain. We provide our partners with valuable TV series capabilities to help them drive better and more informed content distribution strategies. Contact us today to find out more.