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.
As an entertainment executive, it's essential to understand audience demand data to make informed decisions about content acquisition, distribution, and programming. Parrot Analytics provides an independent, data-driven measure of a show's performance. Let's use the example of "Suits" to understand how demand data can be used to make strategic decisions.
Content Valuation: "Suits" has 7.4 times the audience demand of the average show in Italy, demonstrating good demand, and demand has been increasing recently. This demand data can help TV executives value content. By applying Parrot Analytics' content valuation system, executives can reveal the dollar value contribution of any title, to any platform, in any region. Content valuation enables executives to assess how much to spend on content, calculate the commitment level of their audience, and estimate cannibalization of audiences if a title is available on multiple services.
Franchisability: "Suits" has exceptional franchisability, which means it has excellent spin-off potential. By utilizing demand data, executives can identify IP with potential for spin-offs or franchises, which can generate new revenue streams.
Momentum: The momentum of a show reflects the pace of its growth. "Suits" has outstanding momentum, meaning that audience demand for this show is increasing at an impressive speed. Understanding momentum can help executives track marketing campaigns' effectiveness and measure a show's potential to become part of the cultural zeitgeist.
Longevity: "Suits" has exceptional longevity, showcasing an ongoing demand for nine years. Executives can utilize audience demand data to determine which catalog content they should acquire to increase engagement and retain customers. By selecting titles that have sustained demand, executives can save on marketing spend in the long run.
Travelability: "Suits" has outstanding travelability, meaning it has excellent international demand compared to its home market, the United States. Executives can use travelability data to identify content that may perform well in a particular region and make more informed acquisition decisions.
Reach: "Suits" has exceptional reach, which means it appeals to a wide group of people. Understanding a show's reach can help executives identify which titles are likely to attract new subscribers to their platform.
Competitive benchmarking: Executives can utilize audience demand data to compare "Suits" against other titles available in the market. By understanding how the show performs against the competition, executives can make more informed decisions on content acquisition and programming.
In conclusion, Parrot Analytics demand data is a valuable tool that can help entertainment executives make more informed decisions about content valuation, acquisition, distribution, and programming. By tracking demand data, executives can identify IP with excellent spin-off potential, track content's momentum and longevity, make more informed acquisition decisions, and identify titles that resonate with their audience, and ultimately grow their business's profitability.
Suits's travelability to Italy in the last 30 days is 29%, which means that the audience demand for Suits is 29% of the demand in its country of origin, United States. Click through to another market to discover how well Suits travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular MBC 4‘s Suits 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 MBC 4 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 Suits, for example, can be assessed for a market e.g. Italy, which can then be benchmarked against genre averages (e.g. Mystery Drama), using our globally standardized Demand Expressions® metric.
This page has been revised on March 18, 2024, 12:42 p.m. PST using global demand metrics from Parrot Analytics for Suits in Italy. We provide our partners with comprehensive television industry expertise to help them drive better and more informed content investment strategies. Contact us today to find out more.