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, demand data can be a powerful tool to help you make informed content decisions. Parrot Analytics provides global demand data that can be used for content valuation, content acquisition decisions, and distribution and programming decisions. To illustrate the value of demand data, let us consider the example of the TV show "Manifest".
Firstly, demand data can be used for content valuation. Parrot Analytics' content valuation system is based on demand data and reveals the dollar value contribution of any title, to any platform, in any region. By using demand data, you can calculate the value of a show like "Manifest" to your platform in France. For example, you can estimate the ROI that "Manifest" will bring for your platform and assess how the show can drive subscriptions and mitigate churn.
Secondly, demand data can help with content acquisition decisions. By analyzing the demand for "Manifest" in France, you can determine whether it is worth acquiring. For example, "Manifest" has 8.5 times the audience demand of the average show in France over the last 30 days. Only 2.7% of all TV shows have this level of demand. However, demand for the show has decreased by 35.6% during March in France. Therefore, the decision to acquire "Manifest" depends on evaluation of the demand data trend.
Thirdly, demand data can help with distribution and programming decisions. By examining the top 10 global markets where "Manifest" is most in-demand over the last 30 days, you can identify the markets where the show is most successful and allocate the resources accordingly. For example, "Manifest" outperforms the demand of the average TV show (1x) in each of its top 10 markets, with the United Kingdom being its number one market, followed by the Netherlands. Decision-makers can take into considering how to expand the distribution of the show in the Netherlands or focus on increasing the demand in its already established market, the UK.
Lastly, demand data can be useful for content planning and programming. By analyzing the show's performance on a year-over-year basis and comparing it to the last 30 days, decision-makers can identify the trends of the show's popularity over time. For instance, "Manifest" had a peak demand of 26.5 times the average over the course of the entire year, and it peaked at 10.5 times the average in the last 30 days. This indicates the show has decreased in popularity since its peak demand in the past year.
In conclusion, demand data can provide valuable insights for entertainment executives. It can help with content valuation, content acquisition, distribution, programming, and content planning. With demand data, decision-makers can make more informed decisions and avoid costly mistakes. By examining the example of "Manifest", we can see how demand data provides a comprehensive and accurate overview of the show's performance.
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Our TV audience measurement dataset is truly global. Discover how popular Netflix‘s Manifest 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 Netflix 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 Manifest, for example, can be assessed for a market e.g. France, which can then be benchmarked against genre averages (e.g. Mystery Drama), using our globally standardized Demand Expressions® metric.
This page has been refreshed on May 9, 2024, 11:15 p.m. PST using global tv demand metrics from Parrot Analytics for Manifest in France. We provide our partners with far-reaching television industry competencies to help them drive better and more informed content advertising strategies. Contact us today to find out more.