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, you have to make informed content acquisition and programming decisions in a highly competitive market. Demand data can help to inform such decisions and provide insights into the popularity of a TV show. The example of "The Vampire Diaries" in Italy can help us understand how demand data can be used to make informed decisions.
One way to use demand data is to determine the valuation of content. Parrot Analytics content valuation system is powered by global content demand and supply. It can reveal the dollar value contribution of any title to any platform, in any region. By calculating the economic valuation system based on demand data, you can determine the worth of a series, assess its ability to drive subscriptions and mitigate churn, and assess the value of exclusivity. Additionally, you can determine how demand for a title is growing, and quantify the platform-specific marginal revenue contribution that a title brings. You can use the system to estimate the cannibalization of audiences if a title is available on multiple services, and the value of a content library to a platform over time.
In Italy, "The Vampire Diaries" had a demand that was 4.3 times higher than the average show over the last 30 days, indicating good demand. However, the demand has decreased by 10.3% during this period. The show was ranked #218 in Italy, which means it dropped 29 spots during March in Italy. "The Vampire Diaries" has higher demand than 99.2% of all romance titles in Italy. Knowing a show's genre-specific performance can help you with content acquisition and programming decisions. In Italy, the demand for "The Vampire Diaries" is 17% of the demand in its country of origin, the United States, showing that the show has relevant international demand.
By examining the top 10 global markets where "The Vampire Diaries" is the most in-demand over the last 30 days, we can find out how well the show performs globally. It outperforms the demand of the average TV show in each of these markets. The United States is "The Vampire Diaries"'s number one market globally, with the show achieving outstanding audience demand of 17.2x in the country. In Brazil, the demand is outstanding, followed by Germany, France, Romania, Canada, South Africa, United Kingdom, and Russia. Knowing how well the show is doing elsewhere in the world can help you with content acquisition and programming decisions.
Finally, it's important to note some other insights that can be derived from demand data. You can use demand data to determine whether a specific show can attract new subscribers to a platform and retain existing ones. It also helps to identify the most popular genres in your local market and globally. Demand data can inform you on which platform or network fits a show best. You can also optimize your release strategy and pricing using demand data. Moreover, demand data can identify under-monetized titles, help with pre-release marketing, and measure a show's reach by quantifying its fan base.
In conclusion, looking at the example of "The Vampire Diaries" in Italy, demand data can be used by entertainment executives to make more informed decisions concerning content acquisition and programming decisions. By analyzing demand data, you can determine the valuation of content, assess a show's international appeal, identify popular genres, inform platform and network fit, and optimize marketing and release strategies.
The Vampire Diaries's travelability to Italy in the last 30 days is 16%, which means that the audience demand for The Vampire Diaries is 16% of the demand in its country of origin, United States. Click through to another market to discover how well The Vampire Diaries 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 the cw 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 The Vampire Diaries, for example, can be assessed for a market e.g. Italy, which can then be benchmarked against genre averages (e.g. Fantasy Drama), using our globally standardized Demand Expressions® metric.
This page has been altered on April 22, 2024, 2 p.m. PST using global demand datasets from Parrot Analytics for The Vampire Diaries in Italy. We provide our partners with extensive TV series analyses to help them drive better and more informed content marketing strategies. Contact us today to find out more.