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 OTT platform executive, you are probably interested to know how demand data can help you make informed decisions around content acquisition and distribution. For instance, let's consider the popular TV series "Barney & Friends" and why it could be of particular interest to you. Over the past 30 days, "Barney & Friends" has exhibited 2.9 times the audience demand as the average show in Mexico. Furthermore, only 8.6% of all TV shows have had this level of demand. When compared to its demand of 2.8 times the average over the past 90 days, it's apparent that demand for this show has been increasing recently, which suggests that "Barney & Friends" could be a valuable addition to your platform.
One way to use demand data is through content valuation, which tells you how much your series is worth. You'll be able to determine your show's baseline value, cannibalization between different services, and the price of exclusivity. To calculate the ROI that a specific title could bring your platform, you can use demand data-driven analysis. Through this analysis, you can determine the dollar value contribution of any title in any region to any platform.
Demand allows you to evaluate how well a show can drive subscriber acquisition and mitigate subscriber churn, which is a crucial consideration as an OTT executive. Using demand data, you can detect the underlying reasons for your current audience's interest in your title and then determine whether the new title you might acquire will successfully retain your current audience.
Demand data can inform scalable concept testing. You can learn about your audience's taste clusters and decide which elements of existing content generate the most audience engagement. Additionally, you can learn what type of content exhibits opportunities for acquisition or production.
Demand can enable you to value your content accurately and gauge how much it would be worth on another streaming platform. Studying demand data helps you to compare your performance against other titles in the market, and you could use these insights to determine your content's optimal release strategy and price.
Using the show's metadata, such as its seasons and episode count, you can strategically plan how to market content and how best to capitalize on sustained demand. "Barney & Friends" has been on the air since 1992 and has 268 episodes across 13 seasons. Examining trends that span from the past year could provide insight into how sustainable its audience demand is over a more extended period.
Furthermore, you can use demand data to map local white spaces, enabling the identification of the most popular genres in your local market. As for the show, "Barney & Friends" ranks at the 97.3rd percentile in the family genre, indicating high demand in the family genre and a potentially successful focus for future productions.
In conclusion, demand data-driven insights provide entertainment executives with a significant opportunity to make informed decisions about content acquisition, program scheduling, and distribution. For instance, content valuation enables assessing the global value of IP, acquiring or developing new franchises, and identifying new markets with untapped potential.
Barney & Friends's travelability to Mexico in the last 30 days is 11%, which means that the audience demand for Barney & Friends is 11% of the demand in its country of origin, United States. Click through to another market to discover how well Barney & Friends travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular PBS‘s Barney & Friends 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 Mexico, 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 PBS 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 Barney & Friends, for example, can be assessed for a market e.g. Mexico, which can then be benchmarked against genre averages (e.g. Pre-school), using our globally standardized Demand Expressions® metric.
This page has been renewed on April 22, 2024, 2:03 p.m. PST using television demand datasets from Parrot Analytics for Barney & Friends in Mexico. We provide our partners with deep TV series insight to help them drive better and more informed content investment strategies. Contact us today to find out more.
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