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.
To entertainment executives working in various sectors like OTT platforms, TV series financing companies or content distributors, understanding consumer demand for their titles is critical to their decision-making process to ensure they can maximize audience engagement and investment returns. Demand data can reveal audience preferences in terms of genre, brand partnerships, unique locations, and much more. Therefore, Parrot Analytics' content valuation system leverages global demand data to answer important questions concerning content valuation, IP globalization, audience retention and acquisition, strategic fit, competitive benchmarking among others.
Using the example of "Looking" in Italy in January 2024, Parrot Analytics can answer vital questions to aid strategic decision-making. Firstly, demand data allows the content to be valued based on consumer behavior, giving executives a considerable head start in identifying opportunities and making investment decisions. For example, Parrot Analytics' economic valuation system can reveal the dollar value contributed by this content to any platform in any region, validating the decision to distribute the show in Italy. Audience demand for "Looking" in Italy has increased by 5.3% in January 2024 and ranks at the 98.3th percentile in the romance genre, making it an excellent value proposition for the targeted audience.
Moreover, demand data can enable precise market targeting, informing decisions about content production, acquisition, and distribution. For instance, by examining the top ten global markets where "Looking" is most in-demand over the last 30 days, we find that this TV series outperforms the demand of the average TV show in each of these markets. This provides useful insights for future global growth and a means to determine the type of content that exhibits supply and demand opportunities.
Demand data also enables content executives to understand the evolving tastes and preferences of their audience. In the case of "Looking," the show's average demand on a rolling year basis was 1.7 times the average title, while in the last 30 days, this increased to 2.2 times the title average, signifying increased popularity. By examining consumers' viewing patterns, executives can identify what content resonates with their audience, how successful various marketing campaigns have been, and how shows compare against other titles available on the market.
Finally, demand data informs subscriber acquisition and retention, and since content is a key contributor to reduce customer churn rates, Parrot Analytics' content valuation system can answer important questions concerning how particular titles are performing as acquisition-driving or churn-reducing titles. Additionally, content executives can learn from the content preferences and behavior of their current audience, as seen in the example of "Looking", the analysis of potential franchise opportunities and the type of IP that would have the most significant spin-off potential.
Conclusion: Demand data is a crucial tool for entertainment executives looking to make informed decisions about their content. Parrot Analytics' content valuation system enables executives to understand their audiences better, determine the value of their content, and develop strategies based on that understanding. Therefore, it can aid in content valuation, IP globalization, audience retention, acquisition, and strategic decision-making about content distribution, production, and acquisition.
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Our TV audience measurement dataset is truly global. Discover how popular HBO‘s Looking 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 HBO 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 Looking, for example, can be assessed for a market e.g. Italy, which can then be benchmarked against genre averages (e.g. Comedy Drama), using our globally standardized Demand Expressions® metric.
This page has been refreshed on April 22, 2024, 2:02 p.m. PST using global tv demand analytics from Parrot Analytics for Looking in Italy. We provide our partners with meaningful OTT workflows to help them drive better and more informed content sales strategies. Contact us today to find out more.