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.
Entertainment executives across various industries can use demand data to make informed content, acquisition, distribution, or programming decisions. To illustrate the use of demand data, let's take the example of "MasterChef (US)" for the month of January 2024 in Italy.
An OTT platform executive can use demand data to determine whether "MasterChef (US)" will be a good addition to their platform and the value of the show to the platform. By assessing the show's demand trend across 90 days and 30 days, the executive can determine whether the show has an increasing or decreasing demand. For "MasterChef (US)"s case, there was an increase in demand in the last 30 days compared to the last 90 days, indicating a potential surge in interest in the show. The executive can also learn about the show's demand performance in other countries and consider whether it would be beneficial to acquire the show and present it in other relevant international markets.
A content distributor can use demand data for "MasterChef (US)" to assess the value of the show in different markets. For instance, by analyzing the performance of the show in the top 10 global markets, the distributor can evaluate whether it would be profitable to offer the show in those markets and how much to offer the show. Furthermore, the distributor can use the demand data to determine if the show has spin-off potential (franchisability) and if it can expand the reach of its audience.
A TV production company can rely on demand data for "MasterChef (US)" to assess how popular the show is in a particular country or region. The company can use the information to pursue the production of a spin-off series or find ways to leverage the show's popularity by developing a similar show concept with higher demand potential. The production company can also use demand data to evaluate viewer engagement and predict the show's longevity and adjust the production budget to align with predicted revenues.
An entertainment talent agency can use demand data to determine the talent that has the potential to increase the audience demand for "MasterChef (US)". The agency can research other popular TV shows that have similar audiences, using demand data, as "MasterChef (US)" in Italy, and recommend that the agency's clients partner with the TV show as industrial Brand Ambassadors or judges.
A linear network or pay TV network can use demand data to evaluate "MasterChef (US)"'s viability in its programming lineup. For instance, if the TV series shows a trend of sustained demand over a long period, then the network can use the information to determine whether to extend or discontinue the show. Moreover, the network can use the demand data to estimate the audience reach, marketing campaign, and how to optimally release the show.
Finally, demand data can be used to value the show. Content valuation is an evaluation process that uses demand data and reveals a title's monetary value and its contribution to the streaming platform's revenue stream. By determining the dollar value contribution of the show to any platform in any region, an SVOD platform executive can use the information to determine how much to spend on content, assess a show's ability to drive subscriptions or mitigate churn, and compare performances against other titles available on the market.
In conclusion, "MasterChef (US)" in Italy over the course of January 2024 is a great example of how demand data can help entertainment executives in various fields make informed content, acquisition, distribution, or programming decisions. By leveraging demand data, entertainment executives can determine the value of a show, predict audience trends, assess talent appeal, evaluate viability, compare different shows, and much more.
MasterChef (US)'s travelability to Italy in the last 30 days is 13%, which means that the audience demand for MasterChef (US) is 13% of the demand in its country of origin, United States. Click through to another market to discover how well MasterChef (US) 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 FOX 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 MasterChef (US), for example, can be assessed for a market e.g. Italy, which can then be benchmarked against genre averages (e.g. Cooking Reality), using our globally standardized Demand Expressions® metric.
This page has been reconstructed on April 22, 2024, 2 p.m. PST using television demand datasets from Parrot Analytics for MasterChef (US) in Italy. We provide our partners with comprehensive television series workflows to help them drive better and more informed content advertising strategies. Contact us today to find out more.