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 OTT platform executive, you can use demand data to make informed content acquisition decisions, distribution decisions, and programming decisions. The demand data available can provide valuable information that enables you to make strategic decisions to satisfy your audience needs. For instance, using Parrot Analytics demand data, shows like "The Tudors" can be effectively evaluated in terms of demand in a particular market, and how well it stacks up against the competition.
To use "The Tudors" as an example, it is clear that the show has good and stable demand in the Spanish market, with an audience demand level that is 3.3 times the average show in Spain over the last 30 days. With Spain being a crucial market for OTT services, this should be considered a good sign for the performance of the show. The show has also gained several positions in its rank in February 2024, which is another indication of its performance. Additionally, the demand data can be used to determine where the show has a more significant following, hence providing insights into where the show is most popular.
Moreover, using Parrot Analytics' content valuation method can enable you to quantify the marginal revenue a 'The Tudors' can generate for your platform, or even how a particular title drives engagement across the rest of the catalog. Similarly, it can provide answers to other critical questions, such as the ROI a specific title will bring to your platform or any given market.
As an entertainment executive, combining the demand data with other metadata, including the production profile, can help you evaluate the overall value of the show. For instance, in its four seasons run, it had an outstanding demand across all platforms and countries. Therefore, understanding the show's longevity and momentum can help you determine what you can do to maintain and improve the demand. This approach can be particularly useful for established shows or franchises.
Finally, using demand data can provide critical insights into the effectiveness of marketing campaigns deployed for a particular show. In the case of "The Tudors," the show enjoyed a considerable increase in demand towards the end of February, which is an indication that a recent marketing campaign could have been effective. This information can be used in developing strategies to promote similar shows in the future.
In conclusion, demand data is valuable for OTT executives as it provides them with the necessary insights to make informed decisions about content acquisition, distribution, programing, and various strategic business decisions. Using shows like "The Tudors" as an example, it becomes evident that demand data can help determine the value of content to a platform, assess the show's ability to drive engagement, give information about the show's popularity, and inform marketing strategies.
The Tudors's travelability to Spain in the last 30 days is 42%, which means that the audience demand for The Tudors is 42% of the demand in its country of origin, United States. Click through to another market to discover how well The Tudors travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular SHOWTIME‘s The Tudors 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 SHOWTIME 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 Tudors, for example, can be assessed for a market e.g. Spain, which can then be benchmarked against genre averages (e.g. Historical Drama), using our globally standardized Demand Expressions® metric.
This page has been modified on March 29, 2024, 2:45 a.m. PST using demand analytics from Parrot Analytics for The Tudors in Spain. We provide our partners with extensive television industry analyses to help them drive better and more informed content marketing strategies. Contact us today to find out more.