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 executive in the entertainment industry, you are always looking to make informed content decisions, and demand data can help you do just that. We will take the example of "Rupaul’s Drag Race: Untucked," which has generated high demand in Mexico over the past month to illustrate how demand data can help with content valuation, acquisition, distribution, and programming decisions.
Content Valuation:
Parrot Analytics’ content valuation system is based on demand data, revealing the dollar value contribution of any title to any platform in any region. For "Rupaul’s Drag Race: Untucked," demand data tells us that the show's audience demand in Mexico is 5.0 times the average show in Mexico over the last 30 days, indicating high value. Additionally, its demand has been increasing recently. Its rank in Mexico moved up by 296 spots during March 2024, indicating its popularity continues to grow. Furthermore, the show's performance at the 99.3th percentile in the reality genre in Mexico indicates that it has higher demand than 99.3% of all reality titles in Mexico. These are all relevant metrics in content valuation that could guide content financing and investment decisions.
Acquisition and Distribution Decisions:
By examining the top 10 global markets where "Rupaul’s Drag Race: Untucked" is most in-demand over the past month, we find that this TV series outperforms the demand of the average TV show (1x) in each market. The United States is "Rupaul’s Drag Race: Untucked"'s number one market globally, with outstanding audience demand of 9.8x. Brazil follows closely with outstanding demand, and Netherlands, Canada, Italy, Germany, United Kingdom, Romania and Spain all feature high demand even if demand in Romania and Spain is labeled "good." With this information, executives can make an informed decision as to where to acquire or distribute the show globally if they haven't already.
Programming Decisions:
Demand for "Rupaul’s Drag Race: Untucked" in Mexico increased by 54.5% in March 2024 alone. This indicates that the show is resonating with Mexican audiences, and executives can take this into account as they consider their programming strategies for the region.
Demand offers numerous benefits in programming, acquisition, distribution, and content valuation decisions. For example, the information we have on "Rupaul’s Drag Race: Untucked" has helped us uncover the show's tremendous value to audiences not just in one particular geographic location, but across nine top global markets with outstanding to good demand. Understanding rating trends and popularity across the seasons of this and similarly targeted shows can offer valuable insights in acquiring or producing similar titles to add value to a network's portfolio. This data can also help understand audience reactions to TV content lengths or franchise extensions as well as the "trendiness" of any titles - insight that executives can use to determine where to allocate budgets, strategically acquire content, and fill gaps within their catalogs to appeal to a wider audience.
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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 Variety genre and assess the strengths and weakness of the competition’s content e.g. VH1, leading to increased commercial efficiency and ROI.
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Acquire the best shows from partners such as VH1 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. Rupaul’s Drag Race: Untucked), 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 Variety 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 VH1 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 Variety. 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 Rupaul’s Drag Race: Untucked, 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 VH1‘s Rupaul’s Drag Race: Untucked 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 VH1 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 Rupaul’s Drag Race: Untucked, for example, can be assessed for a market e.g. Mexico, which can then be benchmarked against genre averages (e.g. Aftershow), using our globally standardized Demand Expressions® metric.
This page has been regenerated on April 22, 2024, 2:04 p.m. PST using demand metrics from Parrot Analytics for Rupaul’s Drag Race: Untucked in Mexico. We provide our partners with essential SVOD expertise to help them drive better and more informed content sales strategies. Contact us today to find out more.