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.
If you're an entertainment executive trying to make content, acquisition, distribution, or programming decisions for your platform, network, or studio, demand data can provide significant insight to help you make data-driven decisions. To demonstrate this, let's use the example of "Queer As Folk" in December 2023 in Italy and see what we can learn from the demand data.
Firstly, we can see that "Queer As Folk" has 2.3 times the demand of the average show in Italy over the last 30 days. This means that it is a popular show in the Italian market. We can also compare it with the demand of other shows to see where it stands in terms of the overall market. For example, "Queer As Folk" is in the top 8.6% of shows in terms of demand in Italy. Compared to the last 90 days, the demand has been increasing recently, which may indicate a growing audience for this show.
Secondly, we can see that the show has a good performance in the romance genre, ranking at the 98.4th percentile in December in Italy. This indicates that the show is highly in-demand compared to other romance titles in the Italian market.
Thirdly, by examining the top 10 global markets where "Queer As Folk" is most in-demand over the last 30 days, we can understand where the show is performing the best globally. For "Queer As Folk," Italy is the number one market globally, with a 2.1x audience demand. It also has good performance in the United States, the second-most-in-demand market.
Fourthly, we can see how "Queer As Folk" is performing in terms of engagement and momentum. Audience demand for the show has increased in Italy by 66.9% in December 2023. While the show has poor travelability, indicating that it is not as in-demand in international markets compared to its home market, its momentum is OK, indicating steadily increasing demand. Its longevity is poor, as the demand for the show is not maintained over time.
Finally, the Parrot Pulse provides six dimensions of performance for the show, highlighting areas where the show is strong or weak. For "Queer As Folk," audience demand across all platforms is OK, franchisability is poor, travelability is poor, longevity is poor, momentum is OK, and reach is poor. These insights can help an executive understand the value and potential of the show from multiple angles, which can inform content valuation decisions as well as programming decisions.
Overall, by analyzing the demand data for "Queer As Folk" in December 2023 in Italy, our hypothetical TV executive can learn a lot about the show's performance in the market and make informed decisions related to content acquisition, distribution, or programming.
Queer As Folk's travelability to Italy in the last 30 days is 75%, which means that the audience demand for Queer As Folk is 75% of the demand in its country of origin, United States. Click through to another market to discover how well Queer As Folk travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Peacock‘s Queer As Folk 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 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 Queer As Folk, for example, can be assessed for a market e.g. Italy, which can then be benchmarked against genre averages (e.g. Romantic Drama), using our globally standardized Demand Expressions® metric.
This page has been modified on April 22, 2024, 2:04 p.m. PST using demand analytics from Parrot Analytics for Queer As Folk in Italy. We provide our partners with far-reaching TV capabilities to help them drive better and more informed content investment strategies. Contact us today to find out more.