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.
For entertainment executives looking to make more informed decisions, demand data is crucial. It provides insight into how a TV series is performing in terms of audience engagement, how it compares with other titles on the market, and what opportunities there are for content acquisition, distribution, and programming decisions. Using an example of "Thomas & Friends" in Japan during October 2023, we can see how demand data can be leveraged for informed decision-making in various areas.
Content Valuation: Content valuation using demand data can answer numerous questions about how much a series is worth, how much of the series' value is tied to a specific element, and what value the content library has for a platform over time. For instance, the content valuation system can be applied to calculate the ROI a specific title will bring to any given platform and estimate the cannibalization of audiences if a title is available on multiple services. This system can clarify a series' ability to drive subscriptions and mitigate churn, helping to provide an economic valuation of content powered by global demand and supply.
Global Appeal: Demand data helps a potential investor determine a show's global appeal and what territories have the most significant audience demand. By analyzing the international demand for "Thomas & Friends," one can gain insight into the most popular genres in the Japanese market and the top global markets where the show is most in- demand. This helps to allocate funds and maximize content investments.
Subscriber Acquisition and Retention: Subscriber acquisition requires finding titles that appeal to new audiences, while retention requires keeping the current audience happy. Demand data can determine the titles that will help with subscriber acquisition and retention. For instance, by analyzing the affinity analysis of "Thomas & Friends," executives can evaluate the best talent to work with, the best brand to partner with to expand the customer base, what TV shows help to acquire or retain subscribers, and what genres would attract new subscribers to a platform.
Marketing Strategies: Marketing campaigns for promoting a series before and after its release are costly, so it is essential to optimize them ahead of the premiere. Demand data can help with pre-release marketing by revealing the popular elements of existing content that resonate with fans the most. By analyzing the momentum of a series, executives can determine how to compare their pre or post-premiere campaign against other shows. "Thomas & Friends" provides an example of how demand data can help with marketing strategies.
Content Discovery: Demand data helps ensure that the content is exposed to the right audiences and acquires engagement on the platform where it is available. Using "Thomas & Friends" as an example, demand data can clarify what genres are resonating most with the current audience and which genres require more focus to attract new subscribers.
In conclusion, demand data provides insights that can be leveraged in different areas to make informed decisions. Content valuation, global appeal, subscriber acquisition and retention, marketing strategies, and content discovery are some of the areas in which demand data is essential. Through the example of "Thomas & Friends," it is evident that understanding audience demand for a title is crucial, and demand data is a valuable tool for entertainment executives working in different areas.
Thomas & Friends's travelability to Japan in the last 30 days is 65%, which means that the audience demand for Thomas & Friends is 65% of the demand in its country of origin, United Kingdom. Click through to another market to discover how well Thomas & Friends 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 Japan, 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 ITV 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 Thomas & Friends, for example, can be assessed for a market e.g. Japan, which can then be benchmarked against genre averages (e.g. Pre-school), using our globally standardized Demand Expressions® metric.
This page has been reconstructed on March 28, 2024, 7:13 a.m. PST using global tv demand datasets from Parrot Analytics for Thomas & Friends in Japan. We provide our partners with deep content insight to help them drive better and more informed content licensing strategies. Contact us today to find out more.