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 are an entertainment executive looking to make more informed content decisions, you should consider using demand data, such as the data provided on "Hostile Planet" in Mexico during January 2024.
Firstly, demand data can be used to value content. Using demand data, you can estimate how much a specific title will contribute in dollars to any platform over any given period. You can also estimate the value of a title's library to a platform over time. For example, using Parrot Analytics content valuation system, we can see that "Hostile Planet" had 2.2 times the audience demand of the average show in Mexico over the last 30 days. This data can be used to determine how much this show is worth to an OTT or SVOD platform.
Furthermore, using demand data, you can identify which titles are popular in specific markets or on a global scale. This can assist with programming decisions and inform acquisition strategies. For example, we know that "Hostile Planet" is the number one market globally in Mexico, where it achieved a good audience demand of 1.6x. We can also see that the show outperforms the demand of the average TV show in each of the top 10 global markets during the last 30 days.
Demand data also enables you to measure the effectiveness of marketing campaigns, the pace of growth (momentum), and how well audience demand is maintained over time (longevity). In the case of "Hostile Planet" in January 2024, we can see that momentum and longevity were both ok. However, the travelability and franchisability of the show were rated poorly. This information can be used to determine if the show has potential for further spin-offs or global expansion.
Additionally, demand data can assist with decisions around supply and demand, as well as subscriber acquisition and retention. For example, executives can use demand data to identify which types of content exhibit an opportunity to acquire or produce, or which titles to buy to grow or keep the current audience happy.
Ultimately, using demand data, executives can answer a range of questions like, how valuable is my content, how does my content perform relative to others, what genres are resonating most with my current audience, which TV shows will help me acquire or retain subscribers, and many more. In the case of "Hostile Planet" in January 2024, we can see that it had higher demand than 99.2% of all documentary titles in Mexico during the month, but saw a 30.8% decrease in audience demand. With this information, executives have a clearer understanding of their programming, acquisition, and distribution decisions and can make informed decisions around how to allocate their resources.
Hostile Planet's travelability to Mexico in the last 30 days is 57%, which means that the audience demand for Hostile Planet is 57% of the demand in its country of origin, United States. Click through to another market to discover how well Hostile Planet travels internationally.
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Acquire the best shows from partners such as National Geographic Channel to fortify your competitive position in Mexico. Contact us now to access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles (e.g. Hostile Planet), including those that have not even been released. Leverage a return-focused selection criteria for title acquisition by incorporating country-specific trend and market demand factors.
Command your Documentary genre niche with maximum net subscriber adds. Contact us now to harnesses audience demand data to gain insights for growing and keeping a subscriber base. Leverage a return-focused selection criteria for title acquisition from partners such as National Geographic Channel by incorporating country-specific trend and market demand factors for all markets including Mexico. Appeal to the individuality of your audience base, taking into consideration the unique and limitless characteristics of taste clusters.
Deploy high impact entertainment marketing strategies across all genres including Documentary. Contact us now to deploy demand-driven marketing, the only empirical earned media measure of your marketing spend. Access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles such as Hostile Planet, including those that have not even been released. Appeal to your target markets, including Mexico, based on audience interests, enabling the personalization of campaigns to capitalize on pre-release demand.
Our TV audience measurement dataset is truly global. Discover how popular National Geographic Channel‘s Hostile Planet 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 National Geographic Channel 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 Hostile Planet, for example, can be assessed for a market e.g. Mexico, which can then be benchmarked against genre averages (e.g. Nature Documentary), using our globally standardized Demand Expressions® metric.
This page has been altered on March 29, 2024, 7:40 a.m. PST using demand datasets from Parrot Analytics for Hostile Planet in Mexico. We provide our partners with meaningful television series analyses to help them drive better and more informed content investment strategies. Contact us today to find out more.