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 in charge of content decision-making, understanding the audience demand for TV shows is key to making informed decisions for your platform. Demand data can be used to evaluate the value of a content library to a platform over time, assess the strategic potential of a new series or franchise, and even optimize marketing campaigns to promote new series. In this article, we’ll use “Brave New World (US)” as an example to explain how demand data can help make more informed content acquisition, distribution and programming decisions.
With 2.6 times the audience demand of the average show in Italy over the last 30 days, “Brave New World (US)” has good demand, which is a positive indicator of its value contribution to the platform. Furthermore, by comparing its demand of 2.6 times the average over the last 30 days to its average demand of 1.1 times in a one year roll basis, it is clear that “Brave New World (US)” has been increasingly popular and has significant potential for growth. Understanding the audience demand for a specific TV series can contribute to making informed decisions about the amount of investment in the series, as well as how to prioritize and manage budgets for content acquisition. In addition, by examining the top 10 global markets where "Brave New World (US)" is most in-demand over the last 30 days, you can also identify which countries to target for maximum return and expansion.
The Parrot Pulse provides an independent measure of the global demand across six dimensions: worldwide audience demand, longevity, momentum, travelability, franchisability, and reach. For "Brave New World (US)", it shows that the worldwide audience demand is good, while its franchise potential is okay. Understanding these dimensions of demand data will help you assess whether the TV series is meeting expectations not just in one market, but globally. As an entertainment executive, this information is crucial in making decisions about which shows to acquire, how much to pay, and how to prioritize investments.
Knowing the top 10 shows that “Brave New World (US)” fans also enjoy, such as "Westworld" and "Star Trek: Picard", links the interests of the current audience of the platform, which can assist in programming decisions. This data can also be used to identify which genres or styles to focus on for future content creation and acquisition to attract new subscribers and to increase engagement. Understanding the demand for each genre in different global markets will help you make informed programming decisions that cater to the interest level and taste clusters of your target audience, which is key to preventing churn and subscriber retention.
Lastly, the demand data of "Brave New World (US)" also reveals that its momentum is outstanding, and it peaked in its rank by 36 spots, with a 16.3% increase in demand in Italy during the month of December. This data can be used to measure the effectiveness of marketing campaigns around the show, allowing the executives to make data-based decisions on how to optimize the marketing campaigns for future shows.
In conclusion, demand data is a powerful tool for entertainment executives to evaluate the potential value of a TV series and make informed decisions. The insights gathered from audience demand data can help executives make acquisition, distribution and programming decisions, understand the interests and demand of their viewers, and allocate the right resources to the shows that will best serve the overall strategy of the platform. With Parrot Analytics’ economic valuation system powered by global content demand and supply, executives can get a comprehensive and unbiased view of how any title contributes value to their platform, enabling them to make the best decisions possible for their business.
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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 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 Peacock 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 Brave New World (US), for example, can be assessed for a market e.g. Italy, which can then be benchmarked against genre averages (e.g. Sci-Fi Drama), using our globally standardized Demand Expressions® metric.
This page has been altered on April 22, 2024, 2:04 p.m. PST using analytics from Parrot Analytics for Brave New World (US) in Italy. We provide our partners with meaningful television industry capabilities to help them drive better and more informed content investment strategies. Contact us today to find out more.