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 are constantly making decisions around content acquisition, distribution, programming, and valuation. Making informed decisions can be a challenge because there are so many variables to consider. However, by using demand data, you can better understand how audiences engage with different types of content, helping you to make more informed decisions. In this case study, we will use the example of "60 Minutes (US)" for the month of February in Italy to demonstrate how demand data can help you make smarter content decisions.
First, demand data can be used to evaluate the value of content. By using Parrot Analytics' content valuation system, you can analyze the demand for a title and estimate its contribution to a given platform or region. In the case of "60 Minutes (US)," we can see that its demand is 2.2 times the average show in Italy over the last 30 days. This indicates good demand, as only 8.6% of all TV shows reach this level of demand. Moreover, its demand has been increasing recently, suggesting that the show is gaining popularity. By analyzing this data, you can estimate its dollar value contribution to Italy's OTT and SVOD platforms.
Demand data can also inform content acquisition and distribution decisions. When you examine the top 10 global markets where "60 Minutes (US)" is most in-demand, we find that this TV series outperforms the demand of the average TV show in each of these markets. The United States is "60 Minutes (US)"'s number one market globally, with demand of 16.6 times the title average. The show also performed well in China, Canada, Sweden, Germany, Finland, New Zealand, Australia, and the Netherlands. By analyzing this data, you can determine which markets might be receptive to the show and potentially seek to acquire distribution rights.
Furthermore, demand data can guide programming decisions. By looking at audience preferences for shows similar to "60 Minutes (US)," such as "48 Hours," "Dateline NBC," "Last Week Tonight With John Oliver," and "60 Days In," you can identify what programming types resonate most with viewers. Moreover, you can see that during February, the audience demand for the show increased in Italy by 135.4%, which indicates a spike in popularity that could be leveraged for cross-promotion opportunities or change programming strategies.
Lastly, demand data can help assess subscriber acquisition and retention for SVOD and pay TV networks. By analyzing the show's audience demand and its relationship with other titles, you can identify what type of content will keep your current audience satisfied and what programming will attract new subscribers to your platform. Demand data can answer questions like, "Does this title have a dedicated but small fandom or does it appeal to a wide group of people?" This information can help you determine the marketing budget for a show ahead of its premiere and measure its cultural zeitgeist.
In conclusion, as an entertainment executive, you need to make informed content acquisition, distribution, programming, and valuation decisions constantly. By incorporating demand data, such as in the case of "60 Minutes (US)," you can make better decisions that are supported by real audience demand insights. Demand data can provide a comprehensive understanding of audience tastes and preferences, enabling companies to make more informed and effective decisions.
60 Minutes (US)'s travelability to Italy in the last 30 days is 7%, which means that the audience demand for 60 Minutes (US) is 7% of the demand in its country of origin, United States. Click through to another market to discover how well 60 Minutes (US) travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular CBS‘s 60 Minutes (US) 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 Italy, 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 CBS 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 60 Minutes (US), for example, can be assessed for a market e.g. Italy, which can then be benchmarked against genre averages (e.g. News Magazine), using our globally standardized Demand Expressions® metric.
This page has been refreshed on April 22, 2024, 2:04 p.m. PST using television demand content from Parrot Analytics for 60 Minutes (US) in Italy. We provide our partners with comprehensive SVOD know-how to help them drive better and more informed content investment strategies. Contact us today to find out more.