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.
Parrot Analytics' demand data can provide valuable insights and help entertainment executives make more informed content, acquisition, distribution and programming decisions. Let's take the example of "Breeders," which is an American-British comedy television series.
Content Valuation:
Demand data is instrumental in the content valuation process. Parrot Analytics' Content Valuation System leverages global demand data to determine the dollar value of any title, providing insights into its contribution to any platform, in any region. By analyzing the audience demand for "Breeders" in France over the last 30 days, we can conclude that the show has demand that is 2.1 times the average show in the region, providing an independent measure of performance and a baseline value of the title.
Programming Decisions:
The insights from demand data can help OTT and SVOD platforms decide on which titles to program to keep their current audience happy and to attract new ones. For example, we can see that "Breeders" has high demand compared to other family titles in France (95.3 percentile). Additionally, we can see which shows are popular among fans of "Breeders" such as "Foundation," "Silo," "Jersey Shore: Family Vacation," etc. This information provides intelligence on how OTT and SVOD platforms can curate or bundle content to engage and retain audiences.
Acquisition Decisions:
Demand data can inform acquisition decisions, helping studios and content distributors identify what types of content are more valuable and have more monetization potential. Furthermore, by analyzing audience demand data, we can estimate the ROI and revenue contribution of a specific title. For example, looking at the global performance of "Breeders" in six dimensions, we note that although the travelability of the show is okay, its momentum and longevity are outstanding, and these factors can drive acquisition decisions.
Distribution Decisions:
Demand data also has a significant impact on distribution decisions. Platforms can use demand data to identify which markets they should target to expand their audience and to get a better understanding of local taste clusters. For instance, analyzing audience demand for "Breeders" across different global markets indicates that the show outperforms the average TV show in these markets. Taking the UK as an example, "Breeders" attained excellent audience demand of 6.7x, which is more than travelers demand for the show in France, indicating great potential for distribution.
Marketing Decisions:
Demand data can assist in pre-release marketing decisions. By analyzing audience demand data, you can get insights into which production elements and storylines resonate most with fans and optimize the marketing campaign accordingly. Momentum, in particular, is an essential factor, and for "Breeders," we see fantastic momentum and rank improvement in France, which can help inform marketing decisions.
In conclusion, Parrot Analytics' demand data is a game-changer for executives looking to make more informed content decisions, acquisition, distribution, and programming decisions. By using data-driven insights like travelability, momentum, longevity, franchisability, and reach, executives can gain a deeper understanding of their audience, make better decisions, and build successful content strategies that drive their business forward.
Breeders's travelability to France in the last 30 days is 35%, which means that the audience demand for Breeders is 35% of the demand in its country of origin, United Kingdom. Click through to another market to discover how well Breeders travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular FX‘s Breeders 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 France, 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 FX 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 Breeders, for example, can be assessed for a market e.g. France, which can then be benchmarked against genre averages (e.g. Dark Comedy), using our globally standardized Demand Expressions® metric.
This page has been amended on March 29, 2024, 12:53 a.m. PST using demand data from Parrot Analytics for Breeders in France. We provide our partners with far-reaching TV expertise to help them drive better and more informed content advertising strategies. Contact us today to find out more.