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 have a lot of strategic decisions to make - from content acquisition, programming decisions to distribution strategies. But how can you ensure that you are making the most informed decisions? The answer lies in understanding audience demand data. By analyzing demand data, you can gain insights into how your audience feels about specific content, as well as how that content is performing both locally, regionally and globally.
Let's use "The Head" as an example. According to Parrot Analytics, "The Head" has been performing well over the last 30 days in France, with demand 2.2 times the average show in the country. But demand has decreased compared to its demand in the last 90 days. Taking this into consideration, you may use this data to negotiate the value of the show for acquisitions or decrease promotional spending and redirect budget to more effective investment opportunities.
It is important to note that ratings don't tell the whole story of audience demand. Parrot Analytics also considers the show's ranking, genre position, and travelability. "The Head's" travelability - which evaluates a show's international potential - is good, but it is not doing as well on a global level as it is in France and Spain.
In addition to evaluating the show's performance in France, you can also use demand data to evaluate "The Head" within its genre or by comparing it to similar content that shares audience interest. The show is in the 93.8th percentile of the drama genre in France, which is fantastic. When looking at similar shows, you can see that fans of “The Head” also like “House Of The Dragon”, “FBI : Most Wanted”, “Game Of Thrones”, “Billions”, “The Expanse”, “Shetland”, “Wellington Paranormal”, “Peaky Blinders” and “Hudson And Rex”.
Finally, let's examine the global market. By looking at the top 10 global markets where "The Head" is most in-demand, we found that the show performs better than average in all its top 10 markets. This suggests that "The Head" is a globally appealing show, but its current audience is mostly located in France with lesser interest in other regions. Parrot Analytics' demand data not only gives you a better understanding of the show's global appeal, but it can also help with strategic decisions such as marketing campaigns, international distribution, and content acquisition.
Overall, by using demand data, you can make more informed decisions while making content-related decisions such as acquisitions, production, programming, and distribution. Parrot Analytics' showcase of "The Head" is just an example of how understanding audience demand can provide valuable insights into content performance and inform smart business decisions.
The Head's travelability to France in the last 30 days is 32%, which means that the audience demand for The Head is 32% of the demand in its country of origin, Spain. Click through to another market to discover how well The Head travels internationally.
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Acquire the best shows from partners such as HBO Max to fortify your competitive position in France. Contact us now to access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles (e.g. The Head), including those that have not even been released. Leverage a return-focused selection criteria for title acquisition by incorporating country-specific trend and market demand factors.
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Our TV audience measurement dataset is truly global. Discover how popular HBO Max‘s The Head 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 HBO Max 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 Head, for example, can be assessed for a market e.g. France, which can then be benchmarked against genre averages (e.g. Thriller), using our globally standardized Demand Expressions® metric.
This page has been amended on April 22, 2024, 2:03 p.m. PST using analytics from Parrot Analytics for The Head in France. We provide our partners with meaningful television series capabilities to help them drive better and more informed content marketing strategies. Contact us today to find out more.