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.
If you are an entertainment executive, then demand data such as that available through Parrot Analytics provides meaningful insights that can help you make more informed decisions around content acquisition, distribution, programming and valuation.
For example, taking a closer look at the demand data for "The First 48" in France, we can understand the show's demand trend over a short period. With demand for the show sitting at 3.0 times the audience demand of the average show in France over the last 30 days, it indicates a show with good performance. Additionally, we see that the show is maintaining its popularity on a rolling year basis, with a peak demand of 5.1 times the average demand in the last year.
The show is also performing well compared to other shows in its genre, as the demand for "The First 48" places it at the 97.4th percentile in the documentary genre, making it more popular than 97.4% of documentary titles in France. This can help executives to make good programming decisions by understanding what other documentary titles they might target in order to attract an audience, or by using this information to acquire similar content in future.
Furthermore, the demand data allows you to understand audience sentiment towards the show over time. By looking at the show's demand trends, you can tell how well it is holding up since it premiered, and what catalog content you might need to acquire to increase engagement and retain customers. For instance, the study shows that the audience demand for the show has dropped by 49.2% in March 2024 but spiked towards the end of the month. Knowing this kind of trend helps to make good content acquisition decisions.
Demand data can also be helpful in determining which titles to acquire or produce. For example, if a genre consistently shows strong demand, executives may decide to invest more in that genre in order to tap into its popularity and gain more audience engagement. In this case, by looking at other shows that fans of "The First 48" like, including "Storage Wars", "Yellowstone" and "Deadliest Catch," executives might identify a similar genre to create content that attracts the audience who like these shows.
Demand data is critical in valuing content and enabling executives to understand how much a series is worth. By using demand data, you can calculate the ROI of a specific title, assess its ability to drive subscriptions and mitigate churn, which then helps in making content valuation decisions. With Parrot Analytics content valuation system, which is based on demand data, you can reveal the dollar value contribution of any title, to any platform, in any region. This can help in determining how much to spend on content and assessing the value of exclusivity.
In addition, demand data can be used in optimizing the release strategy and pricing of shows. This means executives can understand what the best release strategy for a show might be and how to market the content successfully ahead of the premiere. If you are assessing international expansion, you may use travelability to know where in the world there is demand for the series. By comparing this data to the 1 year rolling performance of the show, executives can also assess how certain factors may be affecting demand in the short term.
Overall, audience demand data provides valuable insights for entertainment executives in making more informed decisions around content acquisition, distribution, programming, and valuation. Therefore, understanding the demand data trends of a show, such as that provided for "The First 48" in this article, can lead to better business outcomes for your platform.
The First 48's travelability to France in the last 30 days is 18%, which means that the audience demand for The First 48 is 18% of the demand in its country of origin, United States. Click through to another market to discover how well The First 48 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 a&e 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 The First 48, for example, can be assessed for a market e.g. France, which can then be benchmarked against genre averages (e.g. Crime Reality), using our globally standardized Demand Expressions® metric.
This page has been changed on April 22, 2024, 2:03 p.m. PST using demand datasets from Parrot Analytics for The First 48 in France. We provide our partners with meaningful television industry insight to help them drive better and more informed content sales strategies. Contact us today to find out more.