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, you face a multitude of complex decisions on a regular basis. You may need to decide what type of content to produce or acquire, how much to spend on a particular title, which distribution channels to use, or how to create effective marketing campaigns. Thankfully, demand data can provide important insights to help you make smarter decisions.
Take "The Loudest Voice," a seven-part series about Roger Ailes, the founder of Fox News, as an example. Using audience demand data, we can answer several key questions that will guide us in making better content, acquisition, distribution, and marketing decisions.
Firstly, content valuation is crucial to creating effective programming and acquisition strategies. Parrot Analytics' content valuation system utilizes global content demand and supply to reveal the dollar value contribution of any title to a platform in any region. By analyzing the demand for "The Loudest Voice" in France, we can estimate its worth in the French market and compare it to other titles.
Secondly, we can use demand data to understand the popularity of a show within a specific region or globally. "The Loudest Voice" has a demand that is three times the average show in France over the past 30 days, indicating that it's popular in this market. Moreover, the global Parrot Pulse measure shows mediocre audience demand across all platforms, whilst its travelability is poor. Good longevity and decent momentum suggest that the audience demand for "The Loudest Voice" has been relatively stable over time, and it still manages to attract new viewers.
Next, we use demand data to identify key audience trends and tastes. In France, "The Loudest Voice" ranks at the 95.6th percentile in the history genre, which means that it has higher than average demand compared to other shows in this genre in France. Additionally, we can see that the show's popularity has declined by 39.7%, indicating a shift in audience interests. By analyzing shows that fans of "The Loudest Voice" also like, we can identify the shows with similar genre and story elements that we can leverage in developing new programming for our platform.
Fourthly, demand data is useful in optimization of release strategy and pricing. As we have seen in "The Loudest Voice" case, demand spiked in late March 2024 in France. This insight could help us to introduce our new content at the right time, plan an effective marketing campaign ahead of release, and price each title optimally to maximize revenue.
Lastly, competitive benchmarking is an essential component of a successful content strategy. We can use demand data to compare titles like "The Loudest Voice" to other shows available on the market. For instance, "The Loudest Voice" has a demand in France that surpasses the average title over the last 30 days. It outperforms the demand of the average show in each of its top 10 global markets, including Spain, the United States, and Turkey, where it has achieved good audience demand. Benchmarking can help us to identify opportunities, target untapped markets, reduce spending on underperforming titles, and gain a competitive edge.
In conclusion, entertainment executives can use demand data and Parrot Analytics' tools to guide their decisions around content, acquisition, distribution, and marketing strategies. By analyzing demand data, they can understand audience trends and tastes, identify the shows that their audience wants to see, assess the value of content, create a successful release and pricing strategy, and benchmark their content against competitors. "The Loudest Voice" is an excellent example of how demand data can guide entertainment executives in making more informed decisions that result in more popular, profitable content.
The Loudest Voice's travelability to France in the last 30 days is 123%, which means that the audience demand for The Loudest Voice is 123% of the demand in its country of origin, United States. Click through to another market to discover how well The Loudest Voice travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular SHOWTIME‘s The Loudest Voice 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 SHOWTIME 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 Loudest Voice, for example, can be assessed for a market e.g. France, which can then be benchmarked against genre averages (e.g. Political Drama), using our globally standardized Demand Expressions® metric.
This page has been modified on April 19, 2024, 2:03 p.m. PST using demand content analytics from Parrot Analytics for The Loudest Voice in France. We provide our partners with meaningful TV insight to help them drive better and more informed content marketing strategies. Contact us today to find out more.