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 are always seeking to make informed content, acquisition, and distribution decisions and demand data can help you do just that. The popularity and success of "The Boys" is an excellent case study of how demand data can inform such decisions, as explored in the analysis from Spain in February 2024.
Content valuation: Firstly, demand data is instrumental in content valuation. Using Parrot Analytics content valuation system, you can determine how much to spend on content and make strategic investment decisions. Parrot Analytics' content valuation system employs global content demand and supply to reveal the dollar value contribution of any title, to any platform, in any region. You can determine the dollar value contribution of "The Boys" to Spain SVOD platforms or linear channels for strategic investment decisions.
Regional-specific audience demand: Demand data can be applied to an individual series or an entire library to start unbundling the value of content on any streaming service. In Spain, the demand for "The Boys" is 13.0 times the audience demand of the average show, and it ranks at the 99.7th percentile in the drama genre. The data also reveals that the show dropped by 10 spots in ranks during February 2024, indicating that viewer demand is decreasing.
Platform-specific marginal revenue contribution: In addition, demand data can be utilized to calculate the platform-specific marginal revenue contribution and understand how a title drives engagement across the rest of the catalog. You can estimate "The Boys" ability to drive Spanish SVOD subscriptions and mitigate churn, as well as use insights to optimize pricing strategies for the show.
Travelability: The demand for "The Boys" in Spain was 47% of the demand in its country of origin, the United States, indicating lower international demand. Nonetheless, "The Boys" travelability is outstanding, which quantifies its international demand relative to its home market. You can make informed decisions regarding the content to produce or acquire to support global SVOD expansion by examining "The Boys" international performance across six dimensions.
Affinity analysis: You can use demand data to determine the best talent, what is the best brand or TV series should partner with to expand its audience when planning pre-release marketing. For example, you can examine demand data for shows that fans of "The Boys" like to inform Starlight's character development or for partnerships with brands that resonate with audiences of this genre.
Competitive benchmarking: Furthermore, demand data can enable you to compare the performance of "The Boys" against other titles available on the market. For instance, by examining the top 10 global markets where "The Boys" has been most in-demand over the last 30 days, you can determine how it ranks in other countries such as the UK, Canada, and China.
Subscriber acquisition and retention: You can use demand data to identify what titles should be acquired or produced to grow and maintain a current audience. For example, "The Boys" has an exceptional momentum, and its franchisability is outstanding. Its reach, which refers to the number of people expressing demand for a show, is also exceptional, indicating a wide group of people is attracted to the show.
In conclusion, the audience demand data is crucial for content, acquisition, distribution, and programming decisions. The demand for "The Boys" in Spain serves as an illustrative example of how subscribing to Parrot Analytics demand data will help you make informed and strategic decisions regarding content valuation, regional and platform-specific demand, travelability, affinity analysis, competitive benchmarking, subscriber acquisition, and retention.
The Boys's travelability to Spain in the last 30 days is 50%, which means that the audience demand for The Boys is 50% of the demand in its country of origin, United States. Click through to another market to discover how well The Boys 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 Amazon Prime Video 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 The Boys, for example, can be assessed for a market e.g. Spain, which can then be benchmarked against genre averages (e.g. Superhero Series), using our globally standardized Demand Expressions® metric.
This page has been modified on March 28, 2024, 2:01 p.m. PST using demand analytics from Parrot Analytics for The Boys in Spain. We provide our partners with comprehensive entertainment industry competencies to help them drive better and more informed content distribution strategies. Contact us today to find out more.