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.
With the immense amount of data available today, it can be challenging for executives in the entertainment industry to make informed decisions about content development, acquisition, distribution, and programming. However, using demand data, executives can better understand the performance of the content and make better-informed decisions. In this article, we will analyze the demand data of "Dancing With The Stars" in Italy for the month of January 2024 and how this data can help executives.
"Dancing With The Stars" is an American reality television show that is based on the British series "Strictly Come Dancing," where celebrities partner up with professional dancers and compete against each other in weekly elimination rounds to determine a winner. According to Parrot Analytics, "Dancing With The Stars" has 2.1 times the audience demand of the average show in Italy over the last 30 days. This indicates good performance, considering only 8.6% of all TV shows have this level of demand. Although demand for the show has decreased in recent times, it still ranks in the 98.6th percentile in the reality genre within Italy.
By examining the top 10 global markets where "Dancing With The Stars" is most in-demand, we find that the United States is the show's most significant market globally, with an outstanding audience demand of 6.7x. It also outperforms the demand of the average TV show (1x) in each of these markets. The demand for the show in Italy was 16% of the demand in its home country, the United States, indicating that it attracts a considerable fanbase in Italy.
Demand data can also help executives make more informed acquisition decisions. By quantifying a show's marginal revenue contribution and the way it drives engagement across the rest of the catalog, executives can calculate the ROI a specific title will bring for any given platform. For instance, by analyzing whether "Dancing With The Stars" has the potential to drive subscriptions or mitigate churn, executives can determine if it is feasible to add it to their platform.
Demand data can also inform strategic content valuation decisions, allowing executives to determine how much a series or library is worth. Parrot Analytics content valuation system is based on global content demand and reveals the dollar value contribution of any title to any platform in any region. By analyzing demand data, executives can quantify the platform-specific marginal revenue contribution and assess a TV series' ability to drive subscriptions and mitigate churn.
Finally, demand data can help executives make programming decisions. In the case of "Dancing With The Stars," we see a spike in demand towards the end of January 2024, indicating that the show's audience is growing. Executives can use this data to inform optimal release strategy and pricing decisions to capitalize on growing audience demand.
In conclusion, demand data can aid executives in making informed decisions about content development, acquisition, distribution, and programming. By analyzing "Dancing With The Stars" in Italy for the month of January 2024, we have shown how executives can use demand data to understand how a show performs, make acquisition decisions, determine content valuation, and make informed programming decisions.
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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 abc 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 Dancing With The Stars, for example, can be assessed for a market e.g. Italy, which can then be benchmarked against genre averages (e.g. Competition Reality), using our globally standardized Demand Expressions® metric.
This page has been updated on April 22, 2024, 2:01 p.m. PST using global demand metrics from Parrot Analytics for Dancing With The Stars in Italy. We provide our partners with comprehensive TV workflows to help them drive better and more informed content advertising strategies. Contact us today to find out more.