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 constantly searching for ways to make smarter content decisions. You may be wondering what insights demand data can provide and how it relates to content valuation. Let's take a look at an example using the TV show "Curb Your Enthusiasm" and see how demand data can help you make informed content decisions.
Content Valuation: The first thing you need to know is how much your content is worth. Parrot Analytics' content valuation system uses demand data to reveal the dollar value contribution of any title to any platform in any region. For "Curb Your Enthusiasm," we see that demand for the show is outstanding in France, with 13.8 times the audience demand of the average show in the region over the last 30 days, indicating its high worth in France.
Program Selection: With demand data, you can determine which content will resonate best with your audience in any market or region. Since it is highly demanded in France, "Curb Your Enthusiasm" can be considered for acquisition or distribution by French OTT platforms or pay TV networks. Moreover, by examining the top 10 global markets where the show is most in-demand over the last 30 days, we can conclude that the show is outperforming the demand of the average TV show in each of these markets, making it an excellent choice for global expansion.
Programming Decisions: Demand data can help you to understand audience engagement, competing titles, or potential cannibalization in case of multi-platform availability. For "Curb Your Enthusiasm," we know the show ranks at the 99.6th percentile in the comedy genre in France, as it has higher demand than 99.6% of all comedy titles in France, which denotes a strong audience engagement. In addition, we can infer from the list of other shows that fans of "Curb Your Enthusiasm" also like, namely "Rick And Morty", "True Detective", "Bob's Burgers", "The Simpsons", "Futurama", "Family Guy", "Last Week Tonight With John Oliver", "For All Mankind" and "It's Always Sunny In Philadelphia", that the show can be used as a complementary title on the same platform with these other titles. Alternatively, including the show in a bundle package with these titles will reduce potential cannibalization across platforms and maintain a competitive advantage.
Marketing Strategy: Demand data can provide direction in response to the strategy set forth on a recent marketing campaign. For "Curb Your Entusiasm," we know from the Pulse chart, which showcases audience demand across six dimensions, including momentum, travelability, longevity, franchisability, and reach. It appears that the momentum of this show is exceptional, meaning it is growing at a faster rate than other titles. As such, this show should be marketed heavily to urge consumers to watch the show on their preferred platform.
Conclusion: By leveraging the insights provided by demand data, content executives can make more informed content decisions across the board. The case of "Curb Your Enthusiasm" in France illustrates how Parrot Analytics' demand data can provide insights to support content valuation, program selection, programming decisions, and marketing strategy, among others. Ultimately, by leveraging demand data, platforms can make better-informed decisions on what shows are worth their investment and where they should be focusing their efforts.
Curb Your Enthusiasm's travelability to France in the last 30 days is 33%, which means that the audience demand for Curb Your Enthusiasm is 33% of the demand in its country of origin, United States. Click through to another market to discover how well Curb Your Enthusiasm 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 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 HBO 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 Curb Your Enthusiasm, 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 updated on April 17, 2024, 2:05 p.m. PST using global demand datasets from Parrot Analytics for Curb Your Enthusiasm in France. We provide our partners with meaningful television series capabilities to help them drive better and more informed content licensing strategies. Contact us today to find out more.