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 want to make more informed content decisions. This is where demand data comes in. Parrot Analytics provides an independent measure of global performance across six dimensions for any TV series. Let's use "Karppi" in France for March 2024 as an example to demonstrate how demand data can guide you towards making better programming, distribution, and acquisition decisions.
Content Valuation:
Parrot Analytics' content valuation system is based on demand data. Using demand data, you can calculate a TV series' dollar value contribution to any platform in any region. The content valuation system also allows you to estimate the dollar value contribution of a content library to a platform over time. In the case of "Karppi" in France, we can use demand data to estimate the dollar value contribution of the show in the French market. "Karppi" has good demand performance (2.8 times the average show in France) and has increased its popularity in the last 30 days. This means it is a valuable asset for any platform looking to add content with good demand performance.
Programming Decision:
If you're a programming director or head of programming, you'll need to assess whether a new series has the potential to attract subscribers. Demand data gives insight into which titles are driving engagement, which titles are in-demand, and which titles can help to acquire or retain subscribers. Fans of "Karppi" also like titles such as "Bron/Broen," "Fargo," and "Pennyworth". This insight into title affinity can help inform programming decisions.
Distribution Decision:
If you're a content distributor, you'll need to determine which titles to distribute in which markets. Demand data helps you to map local "whitespaces". The Parrot Analytics report on "Karppi" highlights which global markets the show has high demand relative to the average TV show. "Karppi" achieved the highest demand in Bulgaria during the last 30 days, followed by Spain and France. Based on the demand data, it seems to have potential in these markets.
Acquisition Decision:
For those looking to acquire content, demand data powers the Parrot Analytics' content valuation system. Using demand data, one can assess a TV series' ability to drive subscriptions and mitigate churn. In the case of "Karppi," it has good demand performance, indicating that it could potentially drive subscription growth and complement a platform's existing content library.
Distribution/Availability Decision:
If you're a TV executive looking to add content to your platform, you may need to determine optimal release strategy and pricing to ensure maximum engagement. Demand data allows you to analyze which release strategy is best for specific shows based on historical spikes in demand, audience sentiment, and other factors. Additionally, it informs you of under-monetized show titles so you can find new opportunities for content distribution.
In summary, demand data is integral to making informed content decisions. Using "Karppi" in France as an example highlights how demand data can help guide programming, distribution, acquisition, and programming decisions. Executives can use demand data to understand the demand value of a specific title or entire library, determine the value of exclusivity, discover new opportunity markets for content distribution, and more. By understanding demand, executives can optimize content strategy to grow their platform and keep existing subscribers happy.
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Our TV audience measurement dataset is truly global. Discover how popular Yle TV2‘s Karppi 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 Yle TV2 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 Karppi, for example, can be assessed for a market e.g. France, which can then be benchmarked against genre averages (e.g. Crime Drama), using our globally standardized Demand Expressions® metric.
This page has been recreated on April 22, 2024, 2:02 p.m. PST using global demand metrics from Parrot Analytics for Karppi in France. We provide our partners with smart TV series workflows to help them drive better and more informed content partnership strategies. Contact us today to find out more.