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.
Demand data can help entertainment executives make more informed content and business decisions by providing them with information about the level of audience interest in a particular show or genre, its popularity in specific regions, and how it compares to other titles in the same category. For instance, let's take the case of "Ciao Darwin" and examine the TV show in more detail to understand how demand data can be used for content valuation, acquisition and distribution decisions.
Regarding content valuation, demand data is crucial in providing insights on how much a particular title is worth, how it is performing in the market, and how well audiences are responding to it over time. For example, "Ciao Darwin" has four times the demand of the average show in Italy, indicating that it is popular among Italian audiences. Though it has decreased in demand compared to the previous 90 days, it still performs better than the majority of TV shows, and it ranks within the top 8.6% of all TV shows in Italy. This is an important metric for content providers, as it can help them evaluate the worth of a series and determine whether it is worth investing in additional seasons or spin-offs.
Moreover, demand data has a significant impact on acquisition decisions, as it enables entertainment executives to assess the commercial value of the content they are considering buying. Using demand data, executives can determine how well a particular title could perform on their platform by analyzing how it has performed in other markets, as well as how it fares against similar titles. For "Ciao Darwin," it is apparent that the title has less spin-off potential despite being moderately popular worldwide. As such, it may not be a prime candidate for an acquisition if spin-offs are a priority for the platform.
Meanwhile, demand data is also essential for distribution and programming decisions. For distribution, it can highlight the most profitable regions where a particular title performs well, while for programming decisions, it provides insights on audience preferences and behavior. For example, executives can assess which elements of the show fans liked the most, and how the title is viewed in relation to other shows in its genre.
In summary, demand data plays a pivotal role in helping entertainment executives make informed content valuation, acquisition, distribution, and programming decisions. By analyzing demand data, executives can determine the worth of a particular title, assess its commercial potential in different markets, and identify ways to attract or retain a loyal audience. For example, regarding "Ciao Darwin," demand data reveals that the show is still moderately popular but has decreased in popularity in recent months. Entertainment executives looking to acquire the title should consider its spin-off potential. Meanwhile, the show's popularity in Italy highlights the potential of targeting this market.
This is Ciao Darwin's home market and therefore its travelability is 100%; the travelability of a TV show's market of origin is always 100%. Click through to another market to discover how well Ciao Darwin travels internationally.
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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 Canale 5 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 Ciao Darwin, for example, can be assessed for a market e.g. Italy, which can then be benchmarked against genre averages (e.g. Game Show), using our globally standardized Demand Expressions® metric.
This page has been amended on April 22, 2024, 2:04 p.m. PST using global demand content analytics from Parrot Analytics for Ciao Darwin in Italy. We provide our partners with comprehensive media industry workflows to help them drive better and more informed content distribution strategies. Contact us today to find out more.