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 working for a streaming platform, content distributor, or TV production company, you have a lot of content decisions to make, ranging from developing new content to acquiring existing content. Good thing demand data powered by Parrot Analytics exists to provide you a comprehensive solution using a tried and tested content valuation system. Here, we’ll use the example of the popular animated TV show "Om Nom" in Mexico during March 2024 and highlight the questions that demand data can answer to help you make more informed decisions.
1. Content valuation uses demand data to answer these questions: How much is my series worth, how is my series performing as an acquisition-driving or churn-reducing title, and how much of my series’ value is being driven by demand for one of its stars?
"Om Nom" has over 10 billion views worldwide and 1 million subscribers on its official YouTube channel, making it an undeniably valuable asset for any platform. By using Parrot Analytics' content valuation system, you will be able to estimate the value of this title and determine how well it is driving engagement across the rest of the catalog. You can also assess its ability to acquire subscribers and help with churn reduction.
2. Demand enables valuing IP globally: What content is most popular in my market or on a global scale?
The popularity of "Om Nom" in Mexico in March 2024 can be measured using demand data. The show had 3.3 times the audience demand of the average show in the country over the last 30 days, indicating that it is performing well. By analyzing the global demand, the show garnered good demand in India, the United Kingdom, Poland, Ukraine, Pakistan, Germany, and Nigeria, and outstanding demand in Russia and the United States.
3. Content valuation: How can you determine how much to spend on content?
Parrot Analytics' content valuation system uses demand data to reveal the dollar value contribution of any title, meaning you can start unbundling the value of content on any streaming service. You can use the system to estimate the ROI a specific title will bring for any given platform, assess a TV series' ability to drive subscriptions, and mitigate churn.
4. Demand data powers Parrot Analytics' content valuation system: How can you quantify the platform-specific marginal revenue contribution and how a title drives engagement across the rest of the catalog?
By analyzing the demand data of "Om Nom" in March 2024 in Mexico, you can calculate its platform-specific marginal revenue contribution and estimate how well it is driving engagement across the rest of your catalog. Doing so provides you a better understanding of how the asset performs at the strategic level and which additional investments would be desirable.
5. Content valuation leverages Parrot Analytics demand data: Using demand data, how can you assess a TV series' ability to drive subscriptions and mitigate churn?
As a long-running kids comedy series, "Om Nom" could prove it's an audience magnet for any platform targeting families with kids from 0-6 years. Using demand data, you can assess the show’s ability to drive subscriptions and mitigate churn by determining its audience appeal, the genres driving its success, and its demographic data.
In summary, demand data powered by Parrot Analytics is a potent tool to help you make informed decisions related to content valuation, global IP value, content acquisition, supply, and programming. From determining how much to spend on content to assessing a TV series' ability to drive engagement or mitigate churn, Parrot Analytics' demand data provides you with robust insights to help you optimize your content strategy further.
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Capture more value from content opportunities in Mexico as well as globally. Contact us now to leverage audience profiling, market-based insights, talent scoring and genre clustering to de-risk production investments. Discover new business opportunities in the Animation genre and assess the strengths and weakness of the competition’s content e.g. Ketchup TV, leading to increased commercial efficiency and ROI.
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Acquire the best shows from partners such as Ketchup TV 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. Om Nom), 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 Animation 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 Ketchup TV 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 Animation. 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 Om Nom, 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 Ketchup TV‘s Om Nom 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 Ketchup TV 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 Om Nom, for example, can be assessed for a market e.g. Mexico, which can then be benchmarked against genre averages (e.g. Animated Sitcom), using our globally standardized Demand Expressions® metric.
This page has been regenerated on April 22, 2024, 2:04 p.m. PST using global television demand metrics from Parrot Analytics for Om Nom in Mexico. We provide our partners with valuable media industry expertise to help them drive better and more informed content investment strategies. Contact us today to find out more.