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.
Content executives and TV network executives, using Parrot Analytics' demand data and content valuation system, can make more informed content, acquisition, distribution, and programming decisions. Let's explore how using an analysis of "The Last Dance" in January 2024 in France as an example:
1) Content valuation strategy: Content executives can use demand data to answer key questions on valuing content and IP. For example, demand data can reveal the dollar value contribution of any title to any platform in any region. TV executives can use demand data to determine how much to spend on acquiring or producing content. In the case of "The Last Dance," the show had 2.8 times the audience demand of the average show in France for the last 30 days, indicating a good level of demand. By comparing its demand of 2.4 times the average over the last 90 days, the show indicates its demand is increasing lately. This type of report indicates to executives, especially those working in content valuation, that the show has high potential value.
2) Acquisition & Distribution: Demand is also useful for acquisition and distribution strategy. By creating a picture of "The Last Dance's" demand and its audience across different genres, executives can learn whether the show appeals internationally or domestically and determine which other markets the program could do well in. For instance, in France, the show was ranked #863 and had higher demand (2.8 times the average) over the last 30 days than the entire year (2.1 times the average) indicating growing popularity. Worldwide, the show's audience demand is good, while its travelability is okay, meaning there is potential for growth, and its reach is outstanding, indicating a wide audience base across different platforms.
3) Programming: Demand data is useful for programming executives whose responsibilities lie in scheduling and curating content. Demand data can rank shows, which can aid in making decisions about which shows are worth investing marketing dollars in to maintain an audience base. Understanding what genres audience are resonating with can help in programming decision-making, and help identify programming gaps. For instance, executives can discover that fans of "The Last Dance" also like other top shows like "House Of The Dragon," "The Mandalorian," "Loki," and "Succession."
4) Audience Retention and Acquisition: Using demand data to understand the current audience's taste clusters located near untapped white spaces can significantly help executives make informed content decisions. Knowing which titles can retain or attract current subscribers can help executives to curb churn and retain customers. In the case of "The Last Dance," the show had a 21.4% decrease in audience demand in France in January 2024. However, trends during February 2024 highlighted a rise in demand, indicating a comeback.
5) Franchise Potential: Finally, the spin-off potential franchises of "The Last Dance" and IP could be assessed using historic viewer data. By studying how franchise spin-offs perform, executives worldwide can gain insights into building a more robust brand, portfolio of products, or content franchises. This information can assist content and executive teams in decision making on green-lighting a new production based on the success of an existing franchise.
In conclusion, by using demand data to answer specific questions in this scenario, a mixture of content, acquisitions, distribution, and programming decisions using the Parrot Analytics demand data would have led to a better outcome concerning "The Last Dance." Demand data supplies TV executives with a wealth of insights and tools to optimize the value of their assets.
The Last Dance's travelability to France in the last 30 days is 30%, which means that the audience demand for The Last Dance is 30% of the demand in its country of origin, United States. Click through to another market to discover how well The Last Dance travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular ESPN‘s The Last Dance 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 ESPN 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 Last Dance, for example, can be assessed for a market e.g. France, which can then be benchmarked against genre averages (e.g. Sports Documentary), using our globally standardized Demand Expressions® metric.
This page has been updated on March 28, 2024, 4:38 p.m. PST using tv demand data from Parrot Analytics for The Last Dance in France. We provide our partners with extensive media industry analyses to help them drive better and more informed content partnership strategies. Contact us today to find out more.