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 entertainment executives working at various organizations, it's essential to use data-driven insights to determine which shows to produce, acquire, and distribute to avoid great risks and uncertainty. With the help of Parrot Analytics' global demand data, we can make informed content decisions, valuation, acquisition, and programming decisions that have a higher likelihood of success. To illustrate how demand data can help, let's take a look at how "Ted Lasso" is performing in March 2024 in France.
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. Using demand data, we can calculate the ROI a specific title will bring for any given platform, estimate the value of exclusivity, and assess a TV series' ability to drive subscriptions and mitigate churn. From the data, "Ted Lasso" has exceptional demand in France, 15.6 times the average show, and 2.7% of all TV shows have this level of demand. With an increase of 10.5% in audience demand in March 2024 in France, "Ted Lasso" can be considered a strategic asset for a streaming platform. According to the global demand data, the show has exceptional momentum, reach, and franchisability, which means it has the potential to create substantial revenue streams for its owner.
Content Acquisition
The demand for content for a particular market can influence content acquisition decisions by helping to determine which titles would perform well in that region. From the data, we can see that "Ted Lasso" is a hit worldwide, performing exceptionally in various regions, including the United States, the United Kingdom, Canada, Australia, Germany, Russia, France, Brazil, and Bulgaria. Very few titles reach this level of demand. By examining the show's metadata such as the season profile and the number of episodes, we can also tell if a show is suitable for a particular platform.
Marketing Strategy
Demand data can offer insights into how a forthcoming production can be optimized for success, which elements of existing content do fans like most, and how marketing campaign can be optimized ahead of the premiere. Demand data reveals that fans of "Ted Lasso" also like "Rick And Morty," "The Mandalorian," "Succession," "What We Do In The Shadows," "Foundation," "The Bear," "Silo," "Family Guy," and "Only Murders In The Building." This affinity analysis suggests possible collaborations with other TV shows, movies, or brands to expand "Ted Lasso" audience base.
Competitive Benchmarking
We can also use demand data to compare how the show is performing against other titles available on the market. By examining the show's global performance in the top ten markets, we see that it outperforms the demand of the average TV show in each of these markets. By using this data, the show's performance can be benchmarked against others in the same genre or the same market.
Program Planning
Demand data can reveal audience's preferences concerning supply and demand, optimize release strategy, and pricing. We can determine the best release strategy for a show by using demand data because it can reveal how much demand is there for a show and how to build a fanbase for a new show. By using the top-demanding territories, a distributor can decide where to release a show and what region to prioritize.
In conclusion, with the help of Parrot Analytics' global demand data, entertainment executives can make informed decisions on content valuation, acquisition, distribution, and programming. In this example, we have shown how demand data can help entertainment executives develop and implement a marketing strategy, optimize content distribution, analyze success, and benchmark against competitors. By using the insights provided by demand data, organizations can mitigate financial risks by investing in titles that have a high demand potential.
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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 Apple TV+ 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 Ted Lasso, for example, can be assessed for a market e.g. France, which can then be benchmarked against genre averages (e.g. Sitcom), using our globally standardized Demand Expressions® metric.
This page has been amended on April 22, 2024, 2:01 p.m. PST using global tv demand data from Parrot Analytics for Ted Lasso in France. We provide our partners with valuable entertainment industry know-how to help them drive better and more informed content sales strategies. Contact us today to find out more.